Water in balance
Water saving technology
The 200-year-old multinational Swiss-based corporation Georg Fischer 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.
Make Studio have worked with GF Piping Systems to name, brand and launch a new ‘Pressure Reducing Valve’, a valve control technology designed to protect down-stream water flow networks against excessive pressure. The new product had an incremental sales potential for the business of £25m+ by 2025, and a 15% market share globally.
Expanding product ranges
Make Studio started with the brand name, exploring the scope through market research and competitor analysis as well as stress testing the extent to which the new branded GF PRV product could stretch to account for a future expansion of the range. After rigorous testing and a detailed selection process, the name NeoFlow was selected.
Once the brand name was established, creative concepts could then be fleshed out and the core campaign message established. Our approach – to position the premium, hi tech nature of the product – was to focus on the product itself, elevating the look of this highly functional component to a thing of beauty.
Underpinned by data
We established the campaign headline for NeoFlow ‘Water in Balance’, establishing enough ambiguity to allow for product expansion but firmly rooting the message in the product’s purpose.
Using our internal campaign modelling tool of ‘inspire, involve and inform’ we mapped out the assets best suited to meeting the targets of our campaign. Rather than focus on a data-rich technical product set, the assets pivoted to a visually engaging, highly creative centre. Teaser and product films, 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.
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