Siporex (Groupe Xella) : Repositioning the Siporex interior fit-out brand
A new communication territory to inspire every project
In 2021 the Xella group decided to transform Siporex, its historic " DIY superstore channel " brand, into a " solutions " brand now dedicated exclusively to interior fit-out.
With a 20% market share, the aerated concrete blocks made by the manufacturer offer significant development potential, and the brand wanted to write a new chapter in its story.
The objective was clear : to establish a brand identity and a new, modern territory, and to refresh its communication materials and content.
BrandSiporex (Groupe Xella)
SectorHousing
BusinessFit-out, decoration
Website siporex.fr
ChallengeBuilding a strong and distinctive brandDesigning high-impact communication campaigns
Delivered byConvergence, communication agency for construction and housing
A powerful story
It's simple: with " SIs ", anything is possible!
Siporex is THE all-terrain interior fit-out brand, accessible to everyone, private individuals and professionals alike. Easy and quick to use, practical and economical, Siporex products adapt to every fit-out, renovation and decoration project. Fitting out a bathroom, creating a bookcase or an outdoor kitchen : the brand inspires projects, removes barriers and provides the keys to taking action easily.
It's simple: with " SIs ", anything is possible!
It was on this signature idea that the agency built the brand's new positioning and territory : a proprietary, impactful and memorable story that effectively conveys the strengths of its solutions. It deliberately winks at the popular French expression " Avec des SI on mettrait Paris en bouteille " ("with enough IFs, you could bottle Paris") : Siporex places no limits on the imagination and makes every project possible!
- Building the brand block: visually modernising the logo and adding a new, " project"-oriented signature
- Communication codes that are less technical and more inspirational, resolutely focused on customer benefits
- A distinctive graphic universe playing with the shape of the product (the block) to imagine projects and bring them to life
- A narrative based on repeating the " Si " (of " Siporex "), delivering a powerful and memorable territory in both B2B and B2C
That is the case here, with messaging that is at once knowing, playful and highly educational, and that adapts perfectly to each of the targets. Playing with the " Si " of Siporex creates a rhythm that brings the communication to life, expressing the brand's " all-terrain " character and its focus on the targets' fit-out, renovation and decoration projects.
The repetition of the " Si " makes the identity easy to remember and helps create a reflex among the targets.
Focus on the operational roll-out
A powerful story and targets who see themselves in it : once these foundations were laid, the challenge remained to bring the brand to life through an operational roll-out which, in Siporex's case, had to be activated within 4 months. The objective? To establish the brand's new positioning with its internal teams, distributors (builders' merchants / DIY superstores), tradespeople and DIY enthusiasts.
Target #2:
Builders' merchants and DIY superstores
Objective: to give distributors the key information needed to mobilise them around the brand's new identity
Tools:
- Support plan, sales support tools and sales pitch documents
- Point-of-sale activation kit
- Media kit for buyers, market managers and branch managers
Successfully repositioning your brand as a construction manufacturer is a challenge that requires being (well) supported by an expert agency, both to find the impactful story that effectively showcases the strengths of your solutions and to ensure a complete operational roll-out.
Analysis, strategy, creativity and operational delivery are the sine qua non conditions of a rebrand that will allow your brand to perform to its full potential !
And that is exactly what we are here for ?
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