Sola Betong Promo, Case study THE CONCRETE CREW by Oktan Stavanger

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THE CONCRETE CREW

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Industry Construction & Civil Engineering
Media Promo & PR, Case study
Market Sweden
Agency Oktan Stavanger
Released April 2010

Credits & Description

Category: Corporate Communication
Advertiser: SOLA BETONG
Product/Service: CEMENT MANUFACTURER
Art Director/Designer: Anya Aasebø (Oktan Stavanger)
Copyrighter: Inge Kvivik (Oktan Stavanger)
Project Manager: May-Britt Skjæveland (Oktan Stavanger)
Consultant: Frode Midttun (Oktan Stavanger)
Production: Nina Børke (Werksemd)
Web Developer: Jon Arne Tjelta (Revolver)
Media placement: Exhibition - Skur 2 Stavanger Norway - 15th April 2010
Media placement: Website - Public online domain - 15th May 2010
Media placement: Quartely Magazine - Distributed to subscribers/clients - 1st May 2010
Media placement: Stationary - - 15th April 2010

Summary of the Campaign
The cement manufacturer Sola Betong was a small contender in the eyes of customers and competitors, with low internal pride and sense of corporate identity. Recruitment was difficult. The objective was to address these issues by way of a branding / PR campaign. As the overall budget was limited innovation was required to drive publicity. The concept and strategy was to immortalize the employees using their own product to heighten internal pride in themselves and in their product. The execution was to cast concrete reliefs and hold an art exhibition of the sculptured pieces. Other aspects included new stationary, website and a quarterly magazine. The outcome exceeded expectations through public recognition both amongst their clients and their competition. Sola Betong became recognised as a national innovator within their industry, they seemed to be a fun place to work and internal pride and motivation within the workplace increased.

The Situation
The cement manufacturer Sola Betong was a small and feeble contender in the eyes of customers and competitors, with low internal pride and sense of corporate identity. Sola Betong found it difficult to recruit new employees due to its external perception. In the fast paced construction sector, innovation is key, but Sola Betong were seen amongst their peers as passé and archaic. They lacked exposure within their industry, they lacked pride in themselves and in their workplace.

The Goal
The business offers the exact same product. Cement is cement. It is a cold, hard, mechanical product, associated with heavy industry. We needed to create an identity that builds internal pride and the company’s ability to attract the best in the business, amidst product exposure. Sola Betong is a small firm with a modest marketing budget, so we needed to aim for media attention and word-of-mouth to create a higher standing within their sector.

The Strategy
Initial research was undertaken to evaluate Sola Betong´s perception amongst its staff, clients and competitors. Research findings confirmed that the company was perceived by many as small, that it lacked lustre and was a passe firm.

Immediate objective 1: Increase internal pride
Immediate objective 2: Improve public perception among their clients and peers.
Output:
The tension between the format of art and the world of cement production created a tremendous amount of attention. First the media caught on, headlines started to pop up in local newspapers and industry magazines. Through hearsay, mailing lists and the Sola Betong magazine, they became "the talk" on the construction sites nationally. Soon they were scooped up and put forward as an example of innovation on nationwide industry conventions. 74% of the employees experience increased pride in working for Sola Betong. 83% of the customers experience better communication and cooperation in working with Sola Betong. The company is currently referred to as a national industry innovator; they have won a significant amount of new contracts and have experienced an increased inflow of talent.

Execution
Cement is what you make of it. We choose to make art from it. One aspect of Sola Betong is unique, and that is its employees. You have to be flexible when supplying concrete to the construction sector as it is a very demanding industry. The employees of Sola Betong have a very positive mentality and are extremely engaging. We wanted to highlight the buoyant and sassy employees as the company’s honest and genuine public face. Consequently, we produced "The Concrete Crew." We cast each employee in concrete, their own product, and proceeded to make an art exhibition for clients, business, the public, media, and most important - the employees, in Skur 2 Stavanger Norway, where the identity was launched on the 15th of April 2010 and ran for one month. After which we released the concept within the appropriate channels including; web (www.sola.betong.no) on Jan 15th 2011, in an external quarterly magazine, on stationery and on Facebook.

Documented Results
External report:
83% felt that communication has improved.
67% believe that Sola Betong is more competent.
66% believe that Sola Betong is emerging as a more engaged supplier.
60% believe that Sola Betong is emerging as a more responsible supplier.
67% believe that Sola Betong is emerging as a solutions-provider.
67% believe that these measures have strengthened the trust and relationship with Sola Betong as a supplier.
33% believe that the measures have taken a clearer position in the market.

59% of employees believe that the activities have strengthened the unity and well-being of the organization.
59% of employees believe that actions have given them more motivation.
74% of employees believe that the measures have increased satisfaction and pride by working in Sola Betong.
74% of employees believe that the measures have increased their propensity to recommend Sola Betong as a workplace.
52% of employees believe that these measures have contributed to the job and the tasks become more attractive.
67% of employees believe that these measures have contributed to more satisfied customers.