Zolpan : What marketing and editorial approach…

"Protecting and enhancing buildings while minimising their energy consumption and environmental impact." Such is the shared mission of Zolpan and the Soprema Group (under its Pavatex brand), two manufacturers and major players in the market for insulating, protecting and enhancing buildings. Together, in 2017, they embarked on developing a new bio-based external wall insulation (EWI) solution offering high energy and environmental performance.

Named RESP'YR, this effective, natural system deserved communications that matched its performance.

That is why Zolpan and Pavatex turned to Convergence to design and orchestrate the launch of this new solution to construction specifiers and project owners.

BrandZolpan

SectorConstruction – housing

BusinessManufacture of paint and external insulation solutions

Website zolpan.fr

ChallengeInspiring and guiding specifiers Launching a product, range or service

Delivered byConvergence, communication agency for construction and housing

Two brands with a major challenge

Communications that are both explanatory and practical

The two brands wanted communications that were both explanatory and practical to promote their new external wall insulation (EWI) solution.

The reason: this campaign had to allow specifiers to grasp the innovation in its entirety (technical, regulatory, environmental).

While making it easy for them to see its value and its potential applications on worksites.

The Convergence solution

Our "specifier" approach allowed us to develop a targeted, effective and relevant launch strategy. "To promote and legitimise RESP'YR, it was important to explain its context. Particularly with RT 2012 and RE 2020, which impose new environmental requirements on the market — requirements the innovation answers.

Our objective was therefore first to create a brochure suited to the language of specifiers and project owners.

A practical document, enriched with high-added-value content, that helps them build their skills in the field of bio-based materials and supports them on their worksites, but also in their own customer relationships," explains Véronique Giraudeau, project manager.

To reach and convince the launch's targets (architects, quantity surveyors and commissioning clients), Convergence then rolled out a 360° programme covering every touchpoint.

Delivering the right content to the right person, in the right place and at the right time requires a thorough understanding of the targets' practices and expectations. How do specifiers consume information? To answer this question, we regularly run "specification workshops" to gather feedback from architects and design consultancies

Paul Ricateau, associate director at Convergence

Let's take a close look at the programme put in place

First, a print and digital activation:

A targeted on/offline media plan announcing the innovation
A video presenting the system, distributed widely on social media
A landing page bringing together all the useful information about the system
A comprehensive brochure

Gone is the purely commercial angle: the RESP'YR brochure provides practical information tied to the environmental and regulatory context of the moment.

Next, a direct point of contact: A stand created and installed at the 79th HLM congress in Marseille, to meet social housing providers and property developers.
And finally, the crowd-pleasing bonus: A presentation box set for the system (sample), given to specifiers during sales meetings

Results

Upon its release, the RESP'YR bio-based EWI solution benefited from optimal communications

Upon its release, the RESP'YR bio-based EWI solution benefited from optimal communications, raising its profile among construction specifiers.

Indeed, throughout their journey, specifiers were alerted to the arrival of this innovation on the market, its value, and its benefits for housing, its occupants and the environment.

Beyond that, this launch allows the two brands, Zolpan and Pavatex, to showcase their commitment to the sustainable, ecological housing of tomorrow.