For over 20 years Windmill Extrusions Ltd, now part of the Direct Message PLC Group of companies, has been a major supplier of extrusions, fabrications, trims and finishes to a whole variety of different industry sectors. Recently though, the company has experienced rapid growth in a number of areas and the decision was taken to restructure into five specialist divisions.
This enabled a much greater degree of marketing focus and specialist customer support to be brought to each of the key sectors. One of the largest of these divisions, Unilux, supplies the tiling specialist market, offering a comprehensive range of edge trims and seals in a huge range of colours, sizes and finishes. An equally impressive range of tools and supporting accessories add further value to the range, making Unilux the genuine 'one stop' supplier. The Creative Department were asked to formulate an integrated through - the - line campaign, to communicate the formation of this new division and 'one stop' supplier principle, with both the retail trade and end users.

Late decision means a change of plan…

However, a late decision was taken by the client to produce a complete 'Guide to the Unilux Range' - a comprehensive offer piece designed to enhance the main launch. Inevitably this meant a delay and rather than put everything on hold while we produced the 'Guide' it was agreed that a trade press ad should be produced to help establish the Unilux name in the interim.

The headline 'No one has the edge over Unilux - the complete tile finishing supplier', was supported by a strap line 'The one stop supplier for all your tile finishing needs'.

The Windmill logo, which is well respected in the market place, featured strongly and application shots were used to show some of the products in - situ. The overall art direction allowed the ad to remain flexible for adaptation to different page sizes in the press and use of typography kept the appearance looking clean, uncluttered and readable.

And it had the desired effect…

The exercise was successful on all counts. The combination of tightly controlled ad production costs and tough rate negotiation meant that the interim campaign was achieved on a low budget, resulting in an extremely low cost - per - enquiry. The market was made aware of what was happening at Windmill Unilux and the sales team were able to start following up and priming people ready for the main launch.

Sudden change of plan?

Contact Lucy Garrett lucy@creative-department.com and lets consider the options