Our challenge was to create a campaign which brought to life the proposition ‘Experts with water’ and achieve brand cut-through in a largely product-led world.
In a nutshell, Wavin make pipes for construction projects, but what they actually deliver to customers is the ability to control water – to capture it, channel it, harness it, clean it and re-use it. Our brief was to communicate that ability and expertise in a compelling way, raising the profile of Wavin as a prospective project partner and differentiating them from the competition.
Our creative leap was that Wavin effectively ‘puts water at your command’ – they enable contractors to manage water in every scenario from the roof to below ground. And we then dramatized that proposition in four eye-catching executions, each of which feature Wavin products in a dramatic setting which conveys command over water. The multimedia campaign included trade ads, DM, email, video and web ahead of the major Ecobuild exhibition.