“We launch in 15 weeks…” was a perfect way to focus minds on the relaunch of the Warmafloor underfloor heating brand.
After a period treading water, brand owners Wavin concluded that the time was right to bring Warmafloor’s marketing and market proposition up to the standards of the mother brand. That meant clearly defining the brand story, refreshing the identity, defining a contact strategy and getting key collateral in place, online and off.
With everything from stationery and vehicle livery to a new digital presence required, we had a firm launch date and a set budget to deliver against in a little over three months from kick-off.
With great co-operation from Wavin and Warmafloor’s management team, we were able to get under the skin of the UK’s leading provider of underfloor heating and cooling.
Their story was compelling. Because they handle every stage from consultation and design, to manufacture, installation and aftercare, no other company puts their mark on the systems they install like Warmafloor.
That insight and the classic looping design of underfloor heating coils led us to the distinctive Warmafloor fingerprint, literally putting the Warmafloor touch on everything they do.
We then twinned this with the confident proposition – ‘we know a touch more’ – reflecting the company’s unique pedigree, expertise, focus and competitive advantage.
Over time, we’ve discovered that the best way to make winning more fun is to create a level playing field. Not client and service provider, and not marketing versus the rest, but a genuinely open and collaborative approach that engages early with everyone touched by the project.
The relaunch of Warmafloor showed the virtue of this approach. From initial briefings with the senior team, all the way to the company-wide launch 15 weeks later, we worked together to unite people at every level behind the new brand story. People applauded, people fed-back, backs were slapped, hands shaken, drinks taken, job done.