Kingspan is the global leader in advanced insulation and building solutions. However, in the Swedish market they are relatively unknown. To turn this around Kingspan launched their new Kooltherm K12 XL Väderskiva, an insulation board exclusively developed to fit the needs of the Swedish market. Based on the existing Kooltherm K12 board, the upgraded insulation board has been developed with a new size dimension, to enhance the installation process for both installers and homeowners.
W was asked to develop a communication concept and campaign for the launch, including multiple campaign assets.
Starting with a strategic insights phase, W organized and facilitated a workshop together with the Kingspan team to gain an in-depth understanding of the product, the market and the target audience. This step was followed by interviews with sales representatives and installers, to better understand their needs and pain points. Based on the findings, key selling messages were developed for the three target groups: homeowners, installers and merchants.
The verbal and visual concept was developed with the product as the hero, highlighting the value of the key benefits it would bring under the Swedish campaign tagline “Upplev den stora skillnaden” (Experience the big difference).
In addition to the insight gathering from workshops and interviews, and the key selling messages developed, multiple campaign assets were created to promote the launch of the new insulation board. Including:
W also created an image library, containing images from existing video content and developed specific illustrations for the campaign.
After an extensive development phase, W ensured Kingspan received a campaign, tailored to the needs of the users and with a look and feel that was true to the brand. The campaign was rolled out in multiple channels on the Swedish market and with an internal launch that was highly appreciated, the sales guide developed by W set a new standard for how to work with campaign launches in the future.
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