When the Etex group acquired Lafarge-Plâtre, it became Siniat. How could awareness of this young brand (owned by a company more than 100 years old) be increased among a target group of construction professionals?
Create a mascot to show that the brand works “hand in hand” – literally and figuratively – with professionals.
A mnemonic tagline: C’est signé Siniat (“Signed: Siniat”).
A trade press and radio package. A first wave established the brand as a partner of professionals; a second wave highlighted the product innovations that position the brand as an expert.
- unaided awareness