Keep the energy in
The world leading glass manufacturer Saint-Gobain tasked Rare with the creation of a compelling brand identity and positioning, and a multi-year, multi-channel campaign to boost awareness and sales of its energy efficient window glass, PLANITHERM.
With insight gained from market research and focus groups, we focused our strategy on the twin audiences of consumers and installers. The PLANITHERM Installer Network was created as a conduit for consumer demand. We devised the network, created a raft of tools and member benefits and handled recruitment and engagement via a regular mail and email communications programme.
A series of TV ads were created around two friendly but rival neighbours, Pam ‘n’ Fern (‘Sounds like PLANITHERM’). TV delivered high levels of brand related search for the previously unknown brand and drove significant web visits, enquiries and sales growth.
This campaign delivered exceptional results driving consumer awareness and member recruitment.
and more visits to the consumer website
Almost 1,000 PLANITHERM Installer Network members.
Over 70,000 ‘find an installer’ searches.
Over 30,000 pieces of co-branded marketing ordered through marketing portal.
Significant sales and market share growth.
“Rare focuses on results for clients; they speak for themselves as the team has delivered for us. We’re proof that Rare does what they say and is great value for money. From the start we were totally blown away by how well researched they were on the glass industry and how well they identified exactly what we wanted to achieve. They have really got under the skin of PLANITHERM to make recommendations that are bang on target.”
Craig Dodsworth, Head of Marketing, Saint-Gobain Glass UK
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