Sometimes, it may be a challenge to see an industrial business as something friendly and oriented to people. It is intuitive to imagine warehouses, engineering workshops or big and complicated machines when you talk about iron.
However, we created for TRUTZI a spot to show off the expertise and dedication of TRUTZI’s craftsmen. They don’t work just for technical results, they build durability for Romania.
Trutzi is the leader of the Romanian iron market and in 2018 the company started a rebranding campaign. Through the new brand positioning, we decided to create an image campaign to generate awareness, consideration and trial.
Based on the communication strategy, we proposed to consolidate the brand’s expert promise and to portray the “iron craftsmen” through what they do, not only through what they tell about themselves. The main purpose became generating credibility through the Trutzi brand, through products and services, for the campaign’s main message to very clearly highlight the brand’s benefit: creator of durability.
Because iron’s durability in time represents a category benefit, we personalized our case by its association with Trutzi’s craftsmen and their expertise. Thus, we created a complementary relationship between the manifesto spot – whose purpose was the craftsmen portraying – and the engagement campaign – whose purpose was the target’s involvement in the deepening of the products’ strength benefit. Through the manifesto video, we encouraged the target to “build durability” by modelling in iron values, objects, persons, etc, that they would want to have forever in their lives.
The iron letters used in the campaign messages were produced for real and the personalized graphics generated by the campaign participants was available for download in the shape of a Facebook cover, artwork for t-shirts and poster.
The strategy brought results, the campaign surpassing its set objectives in media and content performance. 75% of those who reached the campaign’s page took part in the activation and modelled and downloaded iron words. The campaign page wireframe encouraged viewers to see Trutzi’s works gallery, therefore almost all of them chose to go further in the online shop. Moreover, the time spent on the website by each visitor was of 3 minutes, which represents in itself a very good performance.
Read more about it here.