Client: MERMET
Sector:
- Living / Interiors industry (window coverings)
Areas:
- DACH (Germany, Austria, Switzerland) by Laika
- Nordics (Sweden, Norway, Denmark) by Byte PR
- Benelux (Belgium, The Netherlands) by Wavemakers and Pressure
Results:
The first PR campaign
- Reach: 4,900,000
- Clippings: 72
- PR value: €122,000 (NL only)
Challenge:
Hunter Douglas is the world market leader in window coverings, operating brands across France, Spain and Belgium including Helioscreen and Copaco. After deciding to consolidate all its multinational product development, production and distribution under a single brand name – Mermet – the company needed all its subsidiaries to collaborate in reintroducing the brand to the market, while also preserving its legacy reputation.
Strategy:
After launching an official statement to the market about the change, the job had just begun. To unite Mermet’s Belgian, German, Austrian, Swiss, Spanish, Italian and Dutch teams and markets, L’Attitude partners PRESSURE, Wavemakers, Laika and Byte PR joined forces to ensure global collaboration rooted in local knowledge.
To activate the employees as ambassadors of the renewed brand from the start, we suggested a completely new visual identity. A core team from each of the brand’s regional offices, including the first-line ambassadors of the renewed and consolidated brand, was placed in the cockpit. Involving them ensured that the choices were supported by management and communicated with great conviction to the rest of the organisation and stakeholders. Skinn Branding Agency was commissioned, in consultation with Wavemakers, to develop the new visual identity.
A clear communication narrative was developed by Wavemakers, which formed the basis for all communications to be developed later. In the meantime, internal events were also prepared at three different locations to show employees the renewed brand first.
PRESSURE managed the entire rollout of the story – both internally and to media – throughout Europe from the Netherlands, in collaboration with partners from the network. Press releases were launched in seven different countries, and journalists were called personally and received the accompanying images. The spokespersons in the various branches were prepared to answer all possible questions.
To increase brand awareness for Hunter Douglas’ new Mermet brand and educate every market about its sustainability approach, each partner agency’s regional connections and knowledge were essential. Through a combination of internal comms, press release outreach, interviews with brand representatives, and press kits, we generated impressing reach, coverage and impact.
