Launching 4X4 Silencio
A new range of diamond blades in tune with the times
In early 2022, the latest addition to the "all-terrain" diamond blade range from manufacturer Norton Clipper (Saint-Gobain Abrasives) was unveiled on the B2B market: 4x4 Silencio. The result of the evolution, since 2004, of a comprehensive offering for cutting construction materials, 4x4 Silencio now answers an increasingly pressing regulatory issue: the impact of noise pollution on the worksite for professional users.
The Silencio technological innovation built into the new 4x4 Silencio blades delivers a product up to 5 times quieter than a standard diamond blade!
A precise eye for understanding
An in-depth rework of the product offering to power its communication
A decisive factor in the purchase decision and the final step in the customer journey: packaging plays a fundamental role in the commercial success of a product range, especially when it is launched through a distribution network (builders' merchants, DIY superstores, specialist hardware outlets, etc.). We began our thinking with an uncompromising fresh-eyes review of how the messages on the existing range were organised, in order to propose an overall clarification, easier reading and understanding of the levels of information, and a general decluttering, all contributing to greater impact for the packaging of the new 4x4 Silencio range.
A particularly delicate exercise when so many elements have to coexist on limited surfaces: the brand, the range, the USPs, the performance scales, the target materials, the dimensions, the regulatory markings, the compatible machines, the barcode, the QR code...
A campaign that's set to make some noise
A message built on pairing usage with benefit: Cut the noise!
But clarifying the offering and redesigning the packaging are not enough. A product launch is also an opportunity for the brand to get people talking about it, to put it back in the spotlight. The tone of the communication campaign therefore takes on strategic importance.
Tools tailored to the targets and their needs
Our finest collaborations, told by the people who know them best
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
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
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
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'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
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 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
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
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
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
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
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
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
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 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
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