Saint-Gobain has launched an advertising campaign in France to enhance brand awareness with its end customers.
During its long history Saint-Gobain has developed a strong reputation among professionals in the construction industry. In the context of a constantly changing market in which homeowners are the specifiers and decision-makers, the Group has decided to strengthen its brand positioning and increase its visibility among its end customers. Saint-Gobain has launched an advertising campaign in France focused on promoting the brand’s contribution to the comfort of each of us and the future of all
Comfort and well-being in living places are at the heart of consumers’ expectations. Saint-Gobain, which has long been part of everyday life in France, has fully integrated these expectations in its growth strategy. As a result, the Group stands out for its ability to provide products and solutions that are increasingly sustainable and effective, and by developing services that improve the quality of life of each person in the home, at work or in transportation.
Today, the Group wants to get closer to the general public by highlighting its innovative solutions through an extensive advertising campaign in France. It thus wants to build a new rapport between its customers and the Saint-Gobain brand.
“Our Group has leading commercial brands and names that are extremely well-known, such as, Placo, POINT.P, LAPEYRE, ISOVER, Weber, Sekurit and Norton. The Saint-Gobain brand is the cement in this decentralized organization. It brings together our 170,000 employees around a shared culture, values and commitments,” explains Pierre-André de Chalendar, Chairman and Chief Executive Officer of Saint-Gobain.
“We want to make Saint-Gobain’s presence and its positive contribution to the daily life of each person more visible, by promoting our environmentally friendly solutions and emphasizing our expertise and culture of innovation. With this advertising campaign, we aim to strengthen our reputation and to build a strong emotional relationship with the general public.”
The campaign includes a video and press ads that address the topic of “living together.” It illustrates the brand’s contribution to the well-being of building users by showing the Group’s materials and solutions which provide thermal, acoustic and visual comfort, resistance and improved air quality.
This positioning is summed up in the campaign’s tagline: “Materials that power life.” The campaign is backed by a two-month media plan encompassing television, the Internet and the press.
Watch the video here: