The challenge was to place AquaCote coatings firmly on the marine professional’s radar and turn this groundbreaking product into a global player.
To fulfil this world vision in a mature market populated with well-established competitors, we needed an equally groundbreaking global launch strategy with astute targeting to relevant buyer groups. The first port of call was in-depth research to benchmark key competitors. The second was to segment marine professionals, developing detailed buyer personas and identifying the primary target – boatyard owners charged with specifying their clients’ maintenance process. Although notoriously difficult to convert early adopters in this key specifier audience, we believed that they would become the perfect sales conduit once the campaign gathered momentum.
We set about creating an AquaCote website that would reflect the customer journey in concise seafaring detail. The website architecture incorporated our key learnings and an arduous paper prototyping process ensured that every feature, call to action and piece of copy content would drive the consumer to an end goal. The components were brought to life with engaging copy, stunning ocean shots and a compelling essence video which suitably reflected the emerging global credentials of AquaCote’s unique product.
Off the back of the essence film, a deal was signed for £400k worth of product
1 new business model that works!
1 brand launched globally