In what, to most people, is the invisible world of stormwater management, the task was to hero the capabilities of a product that is 95% air.
For anybody involved in construction, climate change – and the attendant consequences on stormwater management in the built environment – is a real issue.
Our task was to position AquaCell as a brilliantly engineered solution, raising awareness of its abilities to solve pressing issues for the attenuation and infiltration of rainwater and provide a cost-effective solution to flood risk.
We knew that in the media environments we were working with and with what effectively looks like, and is, a plastic crate for a product, we needed to dramatise the issue to engage our audiences.
Under the bold ‘Rains Supreme’ banner and striking lightning bolt, we created a suitably impactful image and then designed a series of icons to quickly communicate features and benefits. The campaign – including specialist press, online and DM – directed customers to a seamless campaign microsite.
We love detail, insight and getting beneath the skin of a product before we head into the realms of creativity. The technical nature of Wavin’s world means we are often briefed directly by the product manager (in this case one of George’s infamous 3-hour immersion sessions) where we can really probe for the understanding which drives a more effective idea.