A partnership built on solid muscle
How do you bring visibility and impact to your campaign with a brand-ambassador duo?
For the vast majority of French people, well-being is synonymous with home comfort. To achieve it, choosing quality materials becomes essential!
It was to meet this expectation that Placo wanted to showcase its selection of technical boards dedicated to home comfort, and more specifically Habito: the strongest plasterboard on the market, renowned for its very high resistance and hardness!
BrandPlaco Saint-Gobain
SectorHousing / Interior fit-out
BusinessPlaster-based solutions – boards, renders, mortars
Website placo.fr
A programme that converts the try
Convergence built the campaign around its ambassador, Sébastien Chabal, and the 2019 Rugby World Cup. Its aim? To create a real event at the point of sale throughout the second half of 2019, with a win-win prize draw for participating tradespeople and builders' merchants.
By purchasing Placo products, tradespeople and merchants earned the right to enter a prize draw to win tickets to an international match in France in 2020, along with many other gifts.
To frame this programme and create genuine excitement around the event, points of sale were given a communication kit to dress and dramatise their sales space in the campaign's colours during the Rugby World Cup!
The programme was relayed in nearly 700 points of sale, supported by a digital and media action plan.
To mobilise the sales force and turn this annual brand highlight into an event, the celebrity also played along with an internal challenge and video content designed to "rally the troops".
To showcase and shine a light on the benefits of the Habito solution, Convergence recommended personifying the solution through a brand ambassador. And who better than Sébastien Chabal, former French national team rugby player and today one of the country's most popular sports figures, to embody resistance and hardness?
No doubt about it: with Sébastien Chabal, tradespeople and builders' merchants are leaning on solid muscle!
A cracking evening
To reinforce the ambassador role, and on the occasion of the Trophées Placo — the ceremony that honours the plastering trades each year — some of the nominated companies were presented with their awards by Sébastien Chabal in person, congratulating them on work carried out using the brand's solutions.
Results
Extensive coverage and strong engagement from tradespeople and distributors
Like any initiative built on a brand/celebrity pairing, this one had a positive impact on the profile of both the solutions and the brand. Revolving around a rugby highlight and linking the product's values with those of Sébastien Chabal, this campaign carried real meaning.
The interest and enthusiasm for this campaign speak for themselves, generating extensive coverage and strong engagement from tradespeople and distributors. On that basis, the partnership was set to continue in the months ahead…
Our finest collaborations, told by the people who know them best
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
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
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
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 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
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
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
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'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 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 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
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
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
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
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