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Name of the Campaign: Let your imagination flow • Brand Name: Primalex • Advertiser: Primalex a.s. • Category: Home improvements • Branche: Paint
Initial situation: Primalex was almost a generic name for white paint when they apporached us for help in building a premium. The brand was universally known, and the products respected, but the reputation of a worthy factory could not compete with price-cutting competitors or exotic imports.
Campaign objectives: Build premium brand positioning, protect and grow volume sales in an increasingly competitive market. Shift focus towards colour and paints for specialist applications.
Creative strategy: We were witnessing a revolution in home ownership. Years of growth and a suddenly liberated mortgage market meant that millions of people could think of owning their own homes for the first time ever. We set out to make Primalex a brand of this new era, a brand that would help make dreams become reality. The theme "let your imagination flow" resonated with this new mood. The visual execution, stripes of colour transforming a grey world expressed instantly the new positioning of the brand. Within a year the image perceptions and commercial performance were transformed. The "imagination" has flowed through successive seasons, meeting tactical goals while always enforcing the brand image.
Total marketing expenditure: Confindential. Sufficent for TV, which is a major advantage over competition.
Campaign results: Within a year there were such strong signals from customer research that the new brand position was known and appreciated, that the client felt the job was done, and shifted funds to BTL activitiy. After another year it was necessary to return to brand advertising in order to strengthen the gains made. |
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