How to successfully launch a digital service in the construction industry?
Talking straight, aiming true and activating every field touchpoint
A new app to simplify the PMCB EPR scheme in the field
As part of the new PMCB EPR scheme (Extended Producer Responsibility), Valobat - a state-accredited eco-organisation - is launching ValoDépôt, a free mobile app that makes managing worksite waste easier for construction tradespeople.
Designed for small, scattered worksites (under 50 m³), the app lets users:
- Locate the nearest take-back point and book a slot in 3 clicks
- Sort waste more easily thanks to an intuitive guide
- Guarantee traceability and free-of-charge take-back
But this new tool still had to be put on pros' radar - and they needed convincing to download it… then to use it regularly! That's where our communications agency specialising in construction, building and housing came in.
Turning a regulatory obligation into a field reflex
- Build visibility for the ValoDépôt app
- Take the drama out of an unengaging subject, construction waste management, often seen as a constraint
- Engage tradespeople by tackling their pain points: lack of time, complexity, paperwork
- Trigger first use, the key lever for adoption
We supported Valobat in creating a highly operational B2B communications campaign, built around a simple, easy-to-grasp concept: “Je trie, j’ai l’appli, c’est repris !”
A message designed to create the reflex and stick in people's minds, answering tradespeople's identified barriers:
- Too many constraints? The app saves you time.
- Too much red tape? It simplifies everything.
- Too much paperwork? It's all on your phone, no headaches.
This tagline was rolled out across a 360° digital and field campaign, with one key highlight: the official launch at ARTIBAT, one of the most strategic trade shows for reaching construction tradespeople directly. This ultra-high-quality touchpoint allowed the brand to create a direct, friendly and engaging experience around the app.
The full campaign included:
- Social media: animated posts on Facebook, Instagram, LinkedIn
- B2B advertising: banners, e-mailings, display ads on Batiactu and Batiweb
- Street marketing: stickers on vans, t-shirts, caps, banners at take-back points
- Radio: spots on RMC, targeting pros on the road
- Events: signage at ARTIBAT, roll-up banners, live demos on the stand
- Influencer marketing: partnerships with well-known construction figures
RESULTS
An app that is becoming a lasting part of pros' daily lives
Thanks to this specialised construction communications strategy, Valobat was able to establish ValoDépôt's reputation in just a few weeks, generate an initial base of qualified downloads and engage tradespeople in regular, recurring use of the app
Proof that with the right tone, the right channel and a field strategy, regulatory obligations and pros' daily routine can be reconciled.
Launching an innovation in the construction industry yourself and looking for an expert agency to get your target audiences on board?
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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.
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Alizée E. B2B2C Marketing Project Manager
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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
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Lea C. Commercial Communications Officer
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Lauren C. Publishing 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
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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
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
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