How do you relaunch a historic range with installers and specifiers?
Towards a more relationship-driven communications positioning
Nicoll, the French manufacturer of fluid management solutions, knows it well: breathing new life into a range already established on a market is no small feat!
The brand wanted to strengthen its offering – already well established among installers and specifiers – with the launch of a new range of plastic fittings: Fluxo®-ZP. Keen to keep improving and to take customer feedback on board, the manufacturer reworked its historic range and, 5 years after its release, Fluxo® is making its big comeback on the multilayer market in its new “ZP” version. Tougher, higher-performing and more durable: it embodies the new generation of plastic fittings.
New product, new story: Nicoll called on the agency to support its (re)launch among installers, distributors and specifiers.
A relaunch with high ambitions
While the product had historically been marketed under the name Fluxo®-P, it now goes by the name Fluxo®-ZP, which comes with a number of improvements, the fruit of several years of R&D. For Nicoll, the challenges were considerable:
- (Re)build awareness of the “plastic” fittings range
How do you break away from customer history and mark the before/after? - Change mindsets
Users and specifiers mostly work with brass fittings. How do you convince them to switch to “plastic” Fluxo®-ZP fittings? - Claim positions on the market
Competition on the market is fierce. How do you catch up and set yourself apart from competing brands' communications?
When it comes to communicating on a new range, manufacturers generally opt for a “product-centric” narrative, focused on the solution's performance and technical credentials. For the agency, there was an opportunity to seize by looking beyond the list of technical advantages and opting for a “user-centric” approach.
To stand out from the competition, Nicoll had to demonstrate how its new range of “plastic” fittings solved its targets' everyday problems. The installer needed to understand that Fluxo®-ZP was not just another product, but the fitting that knows their daily routine and their challenges, saves them time, showcases their know-how and delivers comfort and efficiency on the worksite. The narrative therefore leans towards the benefits delivered – a stance far more impactful than the traditional technical sales pitch.
A new name to anchor in people's minds
While the product name resonated internally, its meaning (and in particular the two letters Z and P) was not immediate enough for external targets and required in-depth explanation to be properly understood. The exact opposite of simple, legible, memorable communication for construction industry pros!
The agency's work therefore began by giving the product name a concrete, perceptible meaning in order to aid memorisation and embed the “(Fluxo) ZP rendezvous” in the targets' daily lives.
By deliberately playing spelling tricks, the aim was to highlight the full impact of these two letters in pros' everyday work while showcasing the benefits of Fluxo®-ZP. In doing so, we activated a humorous advertising lever to build goodwill with the targets.
The campaign's common thread, the line “Fluxo®-ZP : deux lettres qui font toute la différence” (two letters that make all the difference) – found on every single tool – emphasises the vital role played by Fluxo® (in its new “ZP” version) in making pros' lives easier on their worksites.
Key takeaways
- Visuals and messages adapted to each target and communication channel to give the campaign rhythm and encourage uptake of the messages
- A slightly provocative tone to pique the targets' curiosity
- A product given “star treatment” to mark the break between the old and the new range
- A multichannel, multi-target programme deployed at 360° to meet the objectives set
Results
Convergence highlighted Nicoll's ability to support the trade,
The communications rolled out by Convergence highlighted Nicoll's ability to support the trade, while providing them with a hard-wearing product range. With Fluxo®-ZP, the brand kills two birds with one stone: it innovates while refreshing its image among its targets.
Would you too like to give your product range a fresh boost? It might just be the right time to get support from a communications agency specialising in building and construction! 😉
Our finest collaborations, told by the people who know them best
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
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
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 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
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
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
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
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
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
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
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
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 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
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 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
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 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
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