With a new landmark factory opening in the UK, we helped global industrial group, Etex, cement their position in the market through a series of brand building campaigns. Focusing on their key service offers, the six campaigns built brand awareness and positioned them as the integrated construction materials specialists.
- What we did
- Advertising campaign
- Microsite design
Etex is a family-owned global building materials company, with headquarters in Belgium and production sites in 42 countries. The UK Building Performance division of Etex markets a number of sub-brands – Siniat, Promat, EOS and FSi. While their customers were familiar with the individual sub-brands, they didn’t always connect them to Etex. They wanted to be seen as one powerful solutions provider combining their unique expertise in drywall, passive fire protection and steel framing systems.
We developed the creative strategy and a series of brand-building campaigns ensuring that the overarching brand came through loud and clear. The strapline ‘Get Etex, Get Extra’ communicates the value they add, with additional messaging to emphasise their unique offer of four brands ‘All under one roof’.
Working closely with the in-house team, we created digital assets that could be used across all media, from ads and animations to film and sound FX. The campaigns have lead to over 600 targeted views, increased interactions from key potential customers and very positive feedback and engagement internally.
The work Mytton Williams have done for us has helped transform our marketing campaigns. The team were great to work with – friendly and professional. They took us through the design process listening to the wider team, taking on-board our comments but also challenging us along the way. Crucially, they conducted an internal survey, which highlighted the reasons our customers choose us and formed the basis of the strategy, helping direct the campaign topics and overall messaging. This understanding was central to the campaign, and we found it incredible useful to get all knowledge holders around a table to share experiences. We have been using this information to shape other strategic plans.
Their ideas and messaging are clever and creative and they really understood the direction we need to go to get the best results. We have had very positive feedback from the team in the UK and Europe, people are really engaged with these campaigns and we now have KSI’s in place that have been driven by this creative.Melanie Davies, Marketing Manager Building Performance Division, Etex
Collaborators: Film: Suited and Booted, Copywriting: Stuart Heath