Creating a brand Plumbase can be proud of.

Challenge


As part of a competitive pitch to continue as Plumbase’s lead strategic and creative agency, we were asked to develop a new proposition for the brand.

The big challenge was to weave Plumbase’s customer (and their priorities) into the new branding and come up with a proposition that would engage and inspire staff internally with the new brand.

Shaping Buyer Behaviour


Making active or public commitments to the companies, brands and causes, makes us much more likely to stick with them – we lock ourselves in when we commit.

When considering how to influence the behaviour of heating and plumbing engineers, we learnt that there is a real sense of community amongst them as tradespeople, and that the merchants are proud to be part of this. Likewise if merchants actively support their customers, playing the role of facilitator, customers tend to be more loyal.

We identified a key opportunity for Plumbase, which was to become the category’s thought leader; the merchant that champions the community of professionals.

The new brand idea – ‘Proud to support the plumbing professional’ acknowledges Plumbase’s place in the relationship’ as the knowledgeable supporter; but it’s the customers who are the real experts – they’re the professionals, and their knowledge and skill make them a hero to their customers.

From a communications perspective, the key is ‘Proud’. Plumbase has a team of people who are incredibly proud of who they work for. The key brand visual is of a heating engineer standing proudly in front of the Plumbase team who support him.

The emphasis on pride extends in to the employee engagement activity. Proud to be Plumbase is the internal campaign idea – and comms is all based around everyone at Plumbase being Professional, Reliable, Open, Understanding and Dedicated.

The overall concept has been applied to an integrated campaign, including CRM, loyalty schemes, branch POS, digital/social, content and promotional materials as well as internally through a video, the company handbook, payslip notifications and on the intranet.

Driving Success


The official launch of the Plumbase brand campaign took place in January 2017, at an internal event and then online from February 2017.

Internally the initial reaction was hugely popular – Proud being very important to branch teams across the UK. We continue to role the campaign out across CRM, the results for which have been positive.  

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