Beyond Better

Armacell’s goal was to raise awareness of the company’s importance as a leading provider of insulation solutions. To stand out from the crowd and attract the attention of customers looking for the highest performance within technical insulation systems. With the help of internal interviews, stakeholder surveys and a global digital listening study, we created a new value proposition and communication concept “Beyond Better” alongside a go-to-market plan, a fact book and elements to drive the campaign.

We set to work defining the market landscape. We analysed our 22 interviews with Armacell leadership and employees, combined with a global digital listening study and online market survey data from 2,781 respondents. A major insight revealed Armacell’s customer base is divided into a price-conscious segment and a value-based segment.

The value-based segment represented the bigger potential and further competitor analysis showed a gap in the market for Armacell to target. Therefore, growing this segment would be the best way to differentiate themselves from the competition.

To capture and express Armacell’s unique value of excellence, we developed an engaging yet bold new communication concept “Beyond Better”. Its creative edge has the potential to add a descriptive phrase before or after the tagline to communicate different key messages, both for external and internal usage.

This was supported with the new value proposition, comprehensive fact book and go-to-market strategy. Armacell launched five campaigns, all of which contained 3D elements, in both mass market and target markets like data centres or specialised healthcare.

Within a few months, social media figures across 12 markets recorded a considerable number of impressions and a high video-view rate. A major success was that customers in the heating, ventilation, air conditioning (HVAC) and thermal insulation sectors each responded more than 7x to the campaign’s key messages.