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.
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 ?
Our finest collaborations, told by the people who know them best
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 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
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 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
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
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
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
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
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
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
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
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 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
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
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