THE CHALLENGE
As the exclusive distributor of world-renowned Solatube
daylighting systems in Portugal, Polirigido commissioned
Maxideia to develop a nation-wide marketing strategy for this
new and innovative technology, with a particular emphasis on
homeowners and industrial projects.
MAXIDEIA'S PROPOSAL
EMaxideia detailed a large-scale multi-channel brand deployment
roadmap to be followed over the course of six months,
ecompassing Web, radio, press and specialist magazines.
PROJECT IMPLEMENTATION
Brand awareness micro-site
A promotional Solatube mini-site was the first step in
the long-term campaign. Maxideia went for a dynamic,
crystal-clear conceptual approach, featuring a set of especially
selected pictures epitomising the core values of Solatube:
brightness, balance, well-being and energy efficiency.
Divided into two major sections (homeowner and professional), the Solatube micro-site was also enhanced with attractive yet unobtrusive Flash-animated side panels conveying additional information on the key concepts behind daylighting.
Copywriting and copyediting
The Solatube micro-site layout was designed with
eye-catching appeal in mind, but information both relevant and
persuasive would be required to achieve a proper call to action.
In order to do so, Maxideia produced all-new copy in Portuguese
for almost all sections of the site upon careful consideration
of the Solatube core strengths and target audience profiling.
Key promotional SEO-friendly slogans were devised, from which
the remaining contents for each section branched out.
Additional texts provided by Polirigido were proof-read for
grammar, cohesiveness and daylighting terminology.
Online marketing and radio/press advertising
Copy composed for the Solatube micro-site was adapted into a
voice-over for a radio advert running for three weeks in Rádio
Renascença, one of the most widely listened to radio stations in
Portugal. At the same time, Maxideia deployed an e-mail
marketing and Google Adwords campaign geared towards select
audiences and companies
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A marketing effort was also set up in traditional press media,
with specialty magazines Arte e Construção and Publireportagem
including half-page and double-page Solatube spreads designed by
Maxideia.
THE RESULT
Upon final project approval, Polirigido gave Maxideia the
go-ahead for the multi-channel campaign, which was deployed over
three weeks and recouped its entire budget in less than a month.
Quality lead generation far exceeded Polirigido's expectations,
with the Solatube brand achieving a strong foothold in the
Portuguese industrial and residential daylighting sector within
the first month after the launch of the campaign. The following
quarters saw a steady increase in conversions and average sales.
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