M&I Materials faced increased competition in the power transmission and distribution market for its range of MIDEL synthetic and natural ester transformer fluids. To combat the potential threat to its market position, M&I Materials identified a need to reinvigorate its MIDEL brand, and approached BDB to develop a strategic approach that would resonate with the target audience groups in power utilities, transformer manufacturers and insurance providers.
Creating a unique, ownable and differentiated position in the market was needed to help MIDEL stand out in a competitive marketplace. BDB immersed itself in MIDEL’s internal and external stakeholders, completing a range of in-depth interviews with customers and internal employees. These discussions were combined with extensive research to power the insights for the MIDEL rebrand strategy and identify the most effective communications channels to reach the target audience, with the right message at the most appropriate time.
BDB developed a fresh, compelling and engaging brand strategy for MIDEL, featuring an updated logo and positioning strapline that focused on its ability to provide ‘safety inside’ – a direct reflection of the key product benefits (fire safety and biodegradability). An integrated marketing communications campaign using a combination of above-the-line and below-the-line channels is currently in progress to promote this new brand style to the target audience groups. Featuring a campaign microsite, the customer experience is segmented depending on the audience group, creating industry-specific content to guide and influence perception of risk in transformer fluid specifications, and how MIDEL fluids provide an effective alternative to traditional solutions in the market.
Initial results are very encouraging and show high levels of engagement with the microsite and a number of leads generated by the campaign. Combining effective communications channels across digital, social media, PR and marketing communications collateral builds a compelling position for MIDEL in its target markets.
“We chose BDB as their experience in crafting creative and strategic communications campaigns in industrial markets blends perfectly with our business needs. We’re very encouraged with the progress of the campaign to date, and our new brand style is getting us noticed by new and existing customers in what is becoming an ever more challenging and competitive market.”
Barry Menzies, Commercial Director & Head of Dielectric Fluids, M&I Materials