In the specialty span ceiling market, Plameco is working on a special task: to accelerate its market leadership.
A stretch ceiling is an innovative form of ceiling finish in which a custom-made high-quality plastic fabric is tightly stretched under an existing ceiling.
The brand strategy
Notable: as the only advertiser of the category in ATL media, the brand has a unique 100% Share of Voice (SOV). The brand dares to take the step to the general public and thus strengthens its position in the long term. The expressions also definitely stand out in terms of creation: the people looking up are a unique appearance in the advertising and online video block. The lessons of Binet & Field come together here: distinctiveness comes from a combination of creation and media consistency. In addition to recently increased brand KPIs, longer-term results in sales will also be seen.
Over the years, Plameco has built a strong reputation in the Dutch market. With a history of craftsmanship and innovation, the brand consciously chooses a broad media strategy to continue to grow. In doing so, they show they have understood the 'Double Jeopardy Law' well. A law that shows that smaller brands are used by fewer people and those customers are also less loyal (double jeopardy as it were). It is the reason why many brands want and need to grow: big brands have more customers, are more loyal and pay more margin. So Plameco, when gaining more customers thanks to brand growth, will receive more loyalty from these customers "for free," while for the competition the opposite is true. In fact, the competition for upcoming years is already defeated by the wonderful brand KPI results.
The creative concept
Plameco developed a new campaign concept in 2020. Distinctiveness is an important component here: distinction within the category. Plameco profiles itself as a sexy residential brand with a touch of humor, and not as just another serious construction company. To stand out among all the commercials on TV and online, a high-profile TV commercial was chosen, with people looking up in everyday situations. The concept stood out tremendously: especially within the advertising block on TV. It generated so much attention from consumers that it was logically continued, only with a slightly different twist.
In fact, research showed that looking up is strongly associated with the Plameco brand: absolutely right, but also that the product is still too unfamiliar to the public. Thus, a conscious choice was made for a tag-on in which the product does show up clearly. To make the Plameco product stand out more clearly, the perspective was thus changed again, which in turn made the TV commercial stand out more in the advertising block: win-win.
The media strategy
By being the only party with a consistent presence in traditional media, Plameco creates a strong position. This leads to several key advantages:
- Maximizing the impact of media investments
- A 'known from TV' halo effect: known makes loved
- A strong brand association with the category
The brand effects are impressive. Campaign impact metrics show that each media channel contributes significantly to brand performance. TV appears to be the strongest individual medium:
- - +67% in spontaneous brand awareness
- - +101% in assisted brand awareness
- - +132% under consideration
Radio (+69%) and online (+56%) also contribute significantly to brand awareness and consideration.
The synergy between media channels
Even more interesting are the amplifying effects when different media are combined. The combination of TV and radio is proving particularly effective:
- +83% higher brand awareness
- +111% more consideration
- +103% stronger brand preference
This synergy translates into a strong growing brand funnel. Where TV and radio together create strong brand awareness, the addition of online helps to further strengthen consideration and preference.
The result
Exclusive media position translates into consistent growth throughout the funnel:
- Top of mind awareness increased from 11% to 20%
- Spontaneous awareness grew from 11% to 21%
- Helped awareness increased from 26% to 36%
Particularly strong are the conversion rates:
- 75% of helped to consideration (vs. 58% category)
- 89% of consideration by preference (vs. 42% category)
These high conversion rates confirm that the campaign not only creates awareness, but also effectively drives action. By consistently investing in different media channels and taking advantage of their reinforcing effect, Plameco achieves growth not only in awareness, but more importantly in consideration and preference. Proof that their unique position as the only advertiser, combined with a smart media mix, leads to exceptionally strong campaign effects.
In short, we can truly speak of startling results here.