Viridian

Launching LightBridge

Client: CSR Viridian

Our Role: Campaign Planning, Development

What's the story?

LightBridge-Logo---

 

Sometimes it’s harder being a leader rather than a follower. When your business represents the category, there is the constant pressure of innovation to feed. And this was the situation that CSR Viridian found themselves in. They came to us with the need to launch a new, premium double glazing product. But at the same time they wanted to move their brand communications from being purely functional to delivering against the higher order benefits of lifestyle.

 

To launch at the premium end of glazing we had to find out what made the customers tick. We commissioned a short research piece with some creative territories to tease out what customers were hoping to achieve when they purchased glass for their home. What came out was a strong and definite answer. The glazing in their home was there to let the light in. Light gave them space and made them feel better about the house and living in it. Natural light was an aspirational lifestyle benefit and linked strongly to perceived space and in turn, a healthier life.

How did we make
the story stick?

Once we established the benefits, we wrapped them into a campaign platform – The Living Space. This platform was designed to provoke deeper thought around the category of glass and the impact the material can have in turning a house into a home.

 

We named and designed the product logo for Viridian’s premium double glazing unit – LightBridge. After this we redesigned and modernised the existing product brands in the Viridian family so that they all sat together as a single story around ‘Living Light’.

 

Every campaign needs a place to start and continue dialogue with consumers. Of course we would continue to communicate in and around our social platforms but we also built a Online Brand Hub called The Living Space where we wrote, distributed and aggregated useful conversations about light and glass.