Embrace the cold
Elevating the system
Georg Fischer approached Make Studio to refresh and relaunch the existing COOL-FIT portfolio to help expand sales and market share. COOL-FIT is a pre-insulated plastic piping system which comes in two variations; a 2.0 and 4.0 format.
COOL-FIT, as a system, was already available in multiple global markets; and therefore, it was critical to create brand awareness in these markets via one unifying campaign that would have the same image in each market sector.
Georg Fischer is a 200-year-old multinational Swiss-based corporation and has three core divisions: GF Piping Systems, GF Casting Solutions, and GF Machining Solutions. GF Piping Systems is a leading supplier of piping systems for transporting liquids and gases.
Understanding your customers
A key emphasis on the campaign was to elevate the portfolio in the competitive market segments it lay in, as well as unifying the overall campaign so it could be easily recognisable for both internal stakeholders and externally.
Through initial analysis of the key customers’ personas, purchasing journeys and desk research into primary competitors, a light marketing strategy was created. This led to an initial concept phase and three routes were created.
After evolving the chosen route to a finalised creative concept, this was then rolled out into a number of marketing assets that talked directly to the identified personas via an account based marketing approach.
Launching in a pandemic
A campaign headline of ‘Embrace the Cold’ was agreed upon as a clean approach whilst clearly alluding to the purpose of the products themselves.
After a collaborative discussion with the lead project marketing manager, the campaign roll out strategy was discussed of which due to being in the middle of the COVID pandemic, was to be very digitally lead. The assets pivoted to a visually engaging, highly creative centre. A campaign film, CGI imagery, infographics and social media assets were underpinned by a product brochure, datasheet, print adverts and roll-up banners.
Our work with GF Piping Systems has created a continuity between the campaigns, elevating the mother brand and creating recognition with the target consumer and in this case, specific segments.
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