An innovation with a breath of fresh air
What marketing and editorial approach can draw specifiers' attention to an innovation?
"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
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
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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.
Our finest collaborations, told by the people who know them best
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
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
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
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
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
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
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
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 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.
Virginie Q. Operational Marketing & Communications 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
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
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
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
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
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