The challenge
The breadth and depth of the ceilings offer meant that the range of gypsum ceilings could cater to a wide variety of needs. But, as the range had continued to grow and the market had become more competitive over the years, its positioning had become less defined.
The range needed to be repositioned, with a greater focus on the benefits and value of the offer to installers, specifiers and architects. Establishing internal clarity about the benefits and value of the products would help the teams sell with confidence and revamp the offer.
The brief called for an easy-to-adapt campaign that would work internationally for teams in different markets.
The solution
We worked with stakeholders from international markets to dig deeper into their challenges. One of our key takeaways was the need for clearer communication around the benefits of the products. So, to reflect its varying functions and price points, we segmented the products into three tiered ‘series’, and named the overarching category ‘Gypsum Ceilings Solutions’.
The positioning line we crafted, ‘Better ceilings. Better spaces’, enforced that the products within the Gypsum Ceilings Solutions category are more than just a component – they uplift the entire room. With our set of creative designs, we focused on the emotional reactions of end users, architects and installers. As well as being visually engaging, this reinforced our messaging around the satisfaction that audiences glean from these products.
We then created digital and print assets to support the launch of the campaign, developing communication tools that would be easily adaptable for teams in different markets.
The results
Our bolstered positioning and compelling messaging gave renewed energy to the Gypsum Ceilings Solutions offer. The international teams within Saint-Gobain’s network of Gypsum brands’ benefited from the fresh injection of purpose from our proposition. With our suite of easy-to-adapt assets, they were equipped with everything they needed to relaunch and revamp the offer.
“The Think Tank really got to grips with our teams’ challenges and priorities to deliver an exciting brand proposition for Gypsum Ceilings Solutions. Their focus on tying the technical qualities of the products to the emotional benefits has created a campaign that feels very fresh and differentiated. Thanks to their work, the series is now much better positioned to reclaim market share”
Marie Arnulf
International Product Manager
Ceilings applications, Saint-Gobain
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