Expostroy. Design as an Investment
2022
This story is about the power of a comprehensive approach. It’s about combining the agency’s strategic and creative expertise to deliver a high-quality, holistic repositioning solution. Together with the client’s team, we conduct a brand audit and analyze competitors and consumers.
By examining various aspects of the market situation, we ensure the process is well-thought-out so that our final product delivers maximum effectiveness. Of course, this significantly extends the project timeline. But the result is well worth it.
To illustrate our approach in action, let’s look at the case of the Expostroy Design and Interior Center. Since 1997, Expostroy has been helping people transform their apartments into their “dream homes.” The company offers a wide range of services, from design projects to interior furnishings.
The campaign roadmap can be presented as a series of answers to key questions:
What was the client’s starting point?
The company has been in business for over 20 years and has a highly loyal audience. Clients who had their homes renovated by Expostroy 10–20 years ago are now bringing their children, recommending the company to friends, and referring acquaintances. The client’s ambitious goal is to expand its audience, ensure broad brand awareness, and increase foot traffic to the complex.
For consumers, the market for finishing materials embodies the concept of a “challenge.” Foreign brands are leaving, and people are at a loss: “Where should we turn? Where can we buy high-quality products at reasonable prices? ”
What is a brand?
Expostroy is a specialized retail complex offering a vast assortment of products for renovation and design. It is a hub of inspiration for anyone who loves design and a personalized approach. The company helps create spaces that enrich life both materially and spiritually. After all, by surrounding ourselves with beauty, we gain the resources for growth. And comfort and aesthetic appeal increase a home’s investment value.
The brand’s essence is concise and clear—“design as an investment.”
Who does the brand want to talk to, and how?
We developed a communications map to launch the updated positioning. The communications strategy outlined the timing, distribution channels, and core messages to align the positioning with the company’s business goals.
What will the ads look like?
During the preparation of advertising materials, we developed visuals for digital OOH and super-sites, animated banners, a radio spot, and OLV. We used animated graphics to achieve the goal of highlighting the brand’s attributes: naturalness, eco-friendliness, and aesthetics.
Expostroy. Design as an Investment