A product launch at just the right temperature
How do you guide professionals and private individuals through their renovation project?
78% of homeowners believe their home is well insulated, and 61% of renovation work is carried out without insulation*. Yet thermal insulation is a real factor in home comfort and an essential topic to address as part of a renovation worksite!
That is why ISOVER developed a simple, practical tool: the Thermo Test. Fitted with 3 liquid-crystal thermometers, it provides a quick measurement - in just 2 minutes - of a room's level of insulation.
Following a competitive pitch, the world leader in insulation turned to CONVERGENCE for support in marketing and launching its tool.
* Source: Ipsos study
Challenges
By taking an educational approach, ISOVER aims to empower market players and change attitudes.
Thermo Test is an indispensable tool for renovation worksites.
With good reason: professionals can diagnose the level of insulation and confidently address all questions relating to thermal comfort in the home with their prospective customers, then steer them towards suitable solutions. It is also a sales support tool, since it is equally aimed at private individuals who, thanks to it, become genuine advocates with their tradespeople. By taking an educational approach, ISOVER aims to empower market players and change attitudes.
" Thermo Test is an excellent springboard for making professionals and private individuals aware of the importance of addressing insulation as part of a renovation project"
"More than a diagnostic tool, Thermo Test is an excellent springboard for making professionals and private individuals aware of the importance of addressing insulation as part of a renovation project. It becomes a marketing lever: one that lends credibility to and showcases the brand's leadership through an information and awareness-raising initiative"
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Sparking the curiosity of the targets, whoever they are!
"The agency chose to play on " preconceived ideas " designed to spark the targets' curiosity, explains Paul Ricateau, managing partner at Convergence. A resolutely multi-target concept that is easy to take on board, with multiple roll-out possibilities… making it feasible to activate numerous channels. "
Informative, typography-led communication
The launch campaign had to break with the classic communication codes that " fill up " points of sale. Hence, the originality of Convergence's concept rests on a deliberately informative, typography-led approach, illustrated with key figures related to the theme.
They are accompanied by short phrases heralding change, which create the link with the product.
A multichannel programme activated across every touchpoint
Convergence put in place a launch across 450 partner points of sale: builders' merchants and DIY superstores of all sizes.
The campaign was activated through a multichannel programme covering every touchpoint between the brand and its targets: distributors, tradespeople and private individuals engaged in a renovation project.
An in-store roll-out + digital amplification
The roll-out included a strong in-store component to rally distributors and energise the various points of sale: display stands, counter displays, posters, banners, hanging signs, information and educational materials...
Convergence chose to back the programme with digital amplification: video, e-mailing campaigns, a programmatic media plan and display...
Results
Every stakeholder received genuine support at every stage of their project thanks to simple, effective tools.
ISOVER - the world leader in insulation - once again cemented its leadership through impactful, engaging communication. Professionals and private individuals alike were able to discover Thermo Test and learn about what the innovation means for a renovation project.
Every stakeholder received genuine support at every stage of their project thanks to simple, effective tools.
Worth noting: to match the theme's strong seasonality and maximise impact on the targets, the campaign was rolled out massively over a short period.
Our finest collaborations, told by the people who know them best
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
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