Creative agency ddd agency developed a complex campaign for the manufacturer of building materials EFE, turning an unremarkable product into an emotional story. The rebranding and 360° strategy helped emphasize the ubiquity of EFE in everyday life.
Creative Transformation
Brand Update
Ukrainian ddd agency took on an ambitious task: to make visible what remained unnoticed for years. Their client, EFE , a producer of concrete and other building materials, needed a fresh look at its image.
The first step was a thorough rebranding. The agency conducted a detailed analysis that included rethinking the strategy, naming, positioning and communication style. The result was an updated identity: a bold font reminiscent of concrete blocks and a bright combination of blue and white, which refers to the traditional stripes on concrete mixers.
Comprehensive strategy
The next stage was the development of a 360° campaign. The goal was ambitious: not only to increase the recognition of the brand, but also to talk about its many years of experience, expanded assortment and increase the geography of the target audience.
The creatives of ddd agency found an ingenious solution, realizing that EFE products literally surround us everywhere: from the cobblestones underfoot to the reinforced concrete structures overhead. This observation gave rise to the main message of the campaign: EFE HERE.
Implementation of the idea
The concept was realized through four life stories, each of which demonstrated different types of EFE products in everyday situations: from a romantic date to a walk with the dog.
Artificial intelligence tools Dall-E and MidJorhey were involved to visualize the ideas. Cooperation with the agency and action helped bring the idea to life through photo and video production.
The campaign covered various communication channels: outdoor advertising, radio, media publications, digital marketing and YouTube videos . The results are impressive: in the first month, the reach reached 1,300,000.
Glossary
- EFE - manufacturer of concrete, reinforced concrete products, metal structures and paving stones in Ukraine
- ddd agency - Ukrainian creative communications agency
- ONUR GROUP - an international company with Turkish roots, founders of EFE
- and action - video content agency, ddd agency partner in the project
- Dall-E and MidJorhey - artificial intelligence tools for image generation
Link
- Instagram ddd agency
- EFE website
- EFE case on ddd agency website
- Campaign videos on YouTube
- ddd agency website
Answers to questions
What campaign did ddd agency launch for EFE company?
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Discussion of the topic – Creative campaign for concrete: how ddd agency turned a cold product into a warm brand
The article tells about a successful 360° campaign by ddd agency for the manufacturer of building materials EFE, which demonstrates how you can create an emotional connection with the audience even for an "un-instagrammable" product.
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