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Flexing the Chromadek brand
Faced with the prospect of re-launching Chromadek, a Mittal Steel roofing product, to an audience of architects, specifiers and property developers, Brand Activation tapped into the idea that buildings are as individual as their owners and that flexibility is key in catering to these individual desires.
Taking the flexibility of Chromadek as the departure point, the team at Brand Activation put together a re-launch strategy and event that challenged the audience's preconceptions about steel roofing in general and Chromadek in particular. It hinged on the idea that because Chromadek is flexible, it can be shaped to suit just about any roofing need.
The big idea: If you can imagine it, Chromadek can make it.
This idea was pulled through the entire launch event, from decorative furniture constructed from Chromadek sheeting, to a red Chromadek carpet and a Chromadek steel drumming band. Even the table numbers were made from Chromadek.
Following on from the launch, Brand Activation conceptualised an advertising and sales programme for Chromadek that took advantage of the natural flexibility of paper.
Print ads used paper planes and paper fans to put forward the thought: "Imagine if a roof was as easy to shape... as this." Brochures invited readers to fold, bend and shape them in order to read the copy. Finally, sales teams were provided with collateral such as Chromadek rulers, which were naturally bent out of shape, at least on one side, to entrench the product's flexibility.
