A customer initiative that makes some noise!
How do you raise awareness of acoustic comfort among professionals and private individuals?
Noise pollution affects everyone — in fact, it is the number one source of discomfort for the French*! Noisy neighbours, transport, pets: there are countless causes, but also countless solutions for fighting this modern form of pollution.
Yet the question of "noise", and more broadly of acoustic comfort, often seems relegated to the status of a complex, technically daunting subject, with a market offering that is hard to decipher. Indeed, the lack of information and knowledge, among private individuals and professionals alike, does little to encourage insulation work, or confines it to rare cases!
The world leader in insulation solutions for the housing markets, ISOVER therefore set itself the challenge of proposing a comprehensive new approach to combating noise pollution. No, noise will not be inevitable!
Demystifying to make it accessible
The great challenge, taken on with ISOVER, was to make acoustic comfort accessible to everyone: private individuals, tradespeople, distributors, specifiers…
To demystify such a technical topic, it was essential to roll out a campaign that was both clear and simple: easily understandable messaging, a far cry from the highly technical positions traditionally associated with the subject. This communication would strengthen the brand's image as a "partner in acoustic comfort", helping to change attitudes on the subject and ultimately trigger insulation work.
"The more complex a topic is, the more you need to reassure the targets by showing that it is clear and, ultimately, accessible. Demystifying and educating: that is the whole challenge of communication that aims to raise awareness and highlight the benefits of acoustic comfort," says Paul Ricateau, associate director at Convergence
Beyond communication centred on product solutions, CONVERGENCE recommended "taking a step back" to look at the bigger picture.
Much more than a technical offering, the aim was to create a comprehensive initiative bringing together the brand's entire value proposition for improving acoustic comfort in the home. And so the ISOPHONIC initiative was born. Simple and accessible, it now provides the targets with a complete answer on sound insulation.
The ISOPHONIC initiative rests on 4 pillars:
- Listening to and identifying the noise nuisance (simulator)
- Implementing a suitable solution (product solutions)
- Supporting private individuals and tradespeople in carrying out the work (service solutions)
- Raising awareness in the market, particularly among specifiers (marketing tools)
A campaign that speaks to everyone
Noise pollution resonates with every one of us. Starting from this observation, CONVERGENCE – the communication agency specialising in construction – devised a campaign portraying everyday situations in which it is easy to recognise yourself.
"Playful, engaging and emotionally resonant messaging allows the targets to relate to the situation and consequently develop an interest in the message being conveyed, explains Véronique Giraudeau, project manager. A clever approach, far removed from the codes of traditional construction communication that showcases a product, but also far from technical or moralising messages and purely informative campaigns. It helps simplify the way the different targets view acoustics."
Tools for building skills
Two guides were created. One for specifiers (design consultancies, housebuilders, …), the other for tradespeople and professional builders' merchants. Both make acoustics easy to grasp and take on board: genuine working tools that can easily be used at the design stage or during sales meetings. With educational content, the ISOVER offering is presented, and several pages provide a selection guide based on real worksite cases.
"The ISOPHONIC initiative targets heterogeneous audiences with different practices and expectations. It was therefore essential to speak to everyone without losing sight of the need to tailor the message to each of the targets," explains Véronique Giraudeau, project manager
Strong digital amplification
The campaign is relayed by a multi-target digital programme aimed at acquiring traffic and enriching and qualifying ISOVER's " data capital ". Emailing, landing page, media plan and web partnerships, display, banners: all content and materials that enrich the customer journey and carry the messaging across multiple channels.
Did you say "ambassadors"?
On the innovation front, Convergence gave 1,000 "ambassador" tradespeople and specifiers an exclusive preview of the ISOPHONIC initiative. How? Through a premium box set distributed freely by the brand's sales reps or ordered free of charge online. Comprising a presentation booklet and product samples, this kit demonstrates the innovation and concrete support ISOVER offers in acoustic insulation and noise reduction. It thus positions the brand as the go-to authority on the subject.
Results
With this communication campaign putting acoustics within everyone's reach, ISOVER succeeded in making its voice heard while asserting its legitimacy in the field.
All of the communications and tools developed helped demystify the subject, until then considered complex. But beware of preconceptions: simplification did not compromise the quality of the information!
Through work on customer journeys, Convergence developed an accessible and effective approach to acoustics, capable of upskilling all the stakeholders in a project and triggering insulation work.
Could that be a good reason to get support from a communication agency specialising in the construction industry?
Our finest collaborations, told by the people who know them best
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
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
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
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 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
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
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
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'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
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
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
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 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
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
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
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
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