Launch of the Rénov’aides services platform
An offbeat tone for maximum impact
Talking about a serious (not to say tedious) subject with humour is not only possible — it can even be a winning bet!
That is certainly the choice we made to support Isover, a brand of the Saint-Gobain group, in the launch of Rénov’aides (its new platform designed to simplify tradespeople's applications for energy renovation financial aid).
The result: a Trophée du Négoce in 2022, teams won over and, above all, targets sold on the value promise of this new service: less paperwork, more worksites!
Rénov’aides: a strong promise of simplicity
Rénov’aides is a platform that enables RGE-certified tradespeople to grow their renovation business by making it easier to put together their customers' CEE and MaPrimeRénov’ applications.
For 71% of French people, cost is the main barrier to energy renovation*. When you consider that in 2021, 372,828 worksites benefited from MaPrimeRénov’ (worth a total of 2 billion euros), you can see just how much financial aid is a major business challenge for tradespeople working on energy renovation worksites.
For Isover, the objective was therefore clear: make life easier for tradespeople (all too often put off by the administrative complexity of aid applications), enable them to grow their business and, in doing so, strengthen the brand's leadership position and the special bond it enjoys with its targets.
It was on this basis that the brand launched Rénov’aides (in partnership with Économie d’Énergie, a subsidiary of the La Poste group). But to achieve its goal, it needed a launch campaign that would clearly get the message across and dispel its targets' doubts. That is where the agency comes in!
* Drimki study in partnership with the polling institute BVA, conducted in June 2022
Owning an offbeat tone
The agency decided to take the opposite, bolder gamble, banking on humour and a deliberately offbeat tone
All too often, messaging around financial aid in the construction industry cannot shake off the seriousness of the subject and sticks to a very safe, informational tone. To offer Isover a launch campaign that was impactful, clear and distinctive — worthy of the innovation embodied by its Rénov’aides service — the agency decided to take the opposite, bolder gamble.
By banking on humour and a deliberately offbeat tone, we chose to go against the sector's informational codes to target the audience's irritants head-on (their reluctance about aid applications, in this case) and their reactions (“Financial aid is complicated and takes far too long”).
The campaign we proposed to the brand drew on the codes of internet memes — those repurposed images churned out en masse on social media, often to raise a laugh. We paired these memes with a clear baseline, restating the platform's promise in an impactful and very direct way: less paperwork, more worksites.
And the results?
This offbeat choice not only won the brand over but also made it possible to hit the many objectives set
- Strong internal buy-in from the Isover teams, won over by the campaign's humour and the relevance of the messages (built around the targets' “pain points”)
- Excellent reception in the field: humour is not an end in itself, but rather an effective way of “talking straight” and conveying the leadership position of Isover, which knows its targets well enough to laugh with them, take the drama out of the situation and kindly lift the guilt off their shoulders
- A stronger bond with tradespeople: humour carries a strong emotional dimension, getting a message across memorably while bringing the brand closer to its targets
- The service's value promise translated into a communication platform: self-deprecation is an effective way of saying simply, but very clearly, “yes, the subject is a pain, but look — it can be tackled with a light touch”.
In short: a campaign that both effectively boosted the platform's profile through its offbeat (and differentiating) character while clearly conveying the benefits of the service offered by Rénov’aides.
Why communicate about my services?
Quite simply because they let you address your targets far more easily and directly than when you are trying to sell a new solution.
Beyond the success of this campaign and the Rénov’aides platform (which won a Trophée du Négoce for its website in 2022), this programme was also an opportunity to reaffirm a message close to our hearts at the agency: products are not the only things worth talking about.
When it comes to communication in the housing and construction sectors, products are indeed often king, even though, over the years, brands have come to understand that services are a goldmine in their customer relationships. We are convinced that these services deserve communication work every bit as thorough as a product launch.
Dare to shake up the codes!
Creating connection to create brand preference
As you know, creating connection to create brand preference is an approach we firmly believe in. Looking for the wording that will hit home with your targets and set you apart from the competition? Keen to showcase your service offering or freshen up your next launch?
Good news: these are subjects our team of experts and creatives will be delighted to help you with.
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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
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 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
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
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
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
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
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
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 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
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
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
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 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
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
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
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.
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