How do you raise the profile of a virtuous material among single-family housebuilders?
“Constructeurs Malins”: a response that is both knowing and pragmatic
Communicating smartly
Communicating smartly about the benefits of aerated concrete to single-family housebuilders and property developers: that is the challenge we took on with Ytong, the aerated concrete construction solutions brand of the Xella group.
As a bit of background, in 2021 the group undertook a major repositioning project for its brands! The goal: to breathe new life into SIPOREX, the iconic brand dedicated to interior fit-out and finishing work; and to give Ytong greater visibility in the structural work segment. After an initial success with the SIPOREX brand (→ see our case study), it was on the Ytong brand that we focused all our efforts in 2022!
BrandYtong (Groupe Xella)
SectorBuilding, construction
BusinessStructural works
Website ytong-inside.fr
A story full of meaning
“We have the best material in the world, but nobody knows it!”: this phrase, familiar to Xella's marketing teams, sums up the initial brief perfectly.
All construction stakeholders, for a variety of reasons (economic, technical, environmental, regulatory, practical...), are looking for construction solutions that strike the ideal technical and economic balance. And this is where aerated concrete comes into its own: it proves to be a virtuous material with multiple benefits, particularly in terms of durability, lightness and fire resistance!
And yet, overall, it remains rarely specified and little used by construction industry professionals. It struggles to carve out a place for itself against traditional construction methods (brick, concrete blocks, etc.). It was on this basis that the agency built the Ytong brand's new narrative for the French market: a strong, proprietary and impactful story to create a “smart and clever connection” between its solutions and the needs of single-family housebuilders.
And so the “Constructeurs Malins” (the “smart builders”) were born! More than just another campaign slogan, this common thread is intended to nurture the relationship between the manufacturer and its ecosystem, and to bring the brand to life over several years.
Banking on the right approach to reach your targets
Complex and demanding targets, property developers and single-family housebuilders are hard to reach. It takes plenty of ingenuity to convince them that your solution is the best on the market or – more modestly – the one best suited to their project!
In a sluggish market, where “uncertainty” has been the watchword for several months, it is more essential than ever to choose the right solutions to see worksites through successfully. With the “Constructeurs Malins”, the brand sends housebuilders a clear message: building with aerated concrete means building smart, in a market context that demands it!
Convergence's solution
- Guide the housebuilder, who has to make many construction-method choices: if they want to build smart, high-performing, affordable and efficient, they should opt for aerated concrete!
- Overturn preconceptions and fears about the material: housebuilders are not in the habit of specifying aerated concrete, even though the product ticks all the boxes. By communicating on the solution's benefits, the brand aims to change habits.
- Invite single-family housebuilders to join the community of “those who build smart”: with a question-and-answer game, the brand engages its target and demonstrates that Ytong aerated concrete is not only economical, durable, lightweight and environmentally friendly, but also cleverly solves a good number of their issues in line with the messages to be conveyed: RE2020, fire, lightness.
Spotlight on the visual identity and operational roll-out
But a good story is not enough. To hit home with the targets and secure strong visibility, the brand and the agency also banked on a visually impactful campaign and a 360° programme deployed across every touchpoint:
- Media plan and web partnerships
- Emailing
- Bite-size downloadable content
- Sales brochure
- Internal and external sales challenge
The final word?
A challenge met with flying colours!
More than just a campaign, the “Constructeurs Malins” have become an integral part of the brand's identity, a common thread running through its communications over the year. Thanks to a knowing tone and a pragmatic narrative, Ytong has succeeded in building a virtuous bond with housebuilders.
Which was exactly the goal we had set ourselves!
Our finest collaborations, told by the people who know them best
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 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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