Escaping winter’s grip
Pentair Thermal Management
Raychem’s XL-Trace Low Smoke Zero Halogen (LSZH) is the biggest innovation in self-regulating pipe freeze protection in 20 years. Not only was it crucial to drive interest and raise awareness across Germany, the UK, France and Benelux, an important aim was to ensure XL-Trace LSZH is seen as the new standard in pipe freeze protection.
BDB reviewed the relevant target audience groups, such as building services engineers, installation contractors and building owners, to identify different personas and what they would require from a pipe freeze solution. We then defined engagement triggers that would appeal to all target audiences, focusing on safety, energy efficiency, reliability and simplicity.
BDB created a value proposition that would resonate with the different personas, positioning XL-Trace LSZH as ‘the pipe-freeze protection solution’. To illustrate the effectiveness of the product, BDB developed creative visuals that showed the audiences what the world would be like with or without using pipe freeze protection. The sharp contrast helped to reinforce the focus on safety, which was also backed up with thought leadership content, such as the white paper. The integrated campaign collateral also helped to underpin these key messages and provide clear proof points.
Within the first three month phase of activity the campaign achieved:
• 30 pieces of press release coverage
• Landing page results in English, German, French and Dutch: 1,168 views altogether
“BDB brought a fresh perspective to the launch of our XL-Trace LSZH product. This is a major innovation for Thermal Management and the compelling campaign crafted by BDB helps set us apart in a competitive marketplace and influence the specification decisions of our target customers. The team’s in-depth understanding of our market, combined with a high quality of work ensured the demands of this project were met, and requirements delivered within budget and on time.”
Valerie Dillen, Global Marketing Programs & Communications, Pentair Thermal Management