Constructing a name for Reynaers at Home

Reynaers at Home is a premium aluminium systems company dedicated to offering the very best architectural glazing products and service to discerning householders.

Challenge

Reynaers tasked MobasEngage with the PR launch of a new brand in a competitive marketplace that featured established, multinational competitors. For the past three years, the team has been working to raise brand awareness and increase share of voice, maximising the opportunities available with the increasing consumer demand for aluminium bi-fold doors.

Strategy

MobasEngage prides itself on being an extension of the team of all of its clients and quickly got under the skin of the sector specific trade and consumer press. It created a number of different strategic campaigns, with a focus on communicating product quality and development to each market.

In addition, surveys and competitions were run via social media channels and media partners to create pithy copy with news hooks, using stunning case study photography to feature across vertical and horizontal titles.

MobasEngage continues to provide PR support with a reactive and proactive press office, PR planning, media monitoring, news distribution, uploading regular content to the website and crisis communications. Written content has included press releases, case studies, features and advice pieces tailored to the target audience via traditional PR and digital routes, including social media, as well as pitching in to media and other parties.

Reynaers’ head of marketing has delivered presentations at a number of universities across the UK following contact and set up from MobasEngage, as part of the profile raising campaign.

Results

Last year the items of regular coverage achieved in key titles more than tripled and reach increased by 400% year on year.

The brand won an award for a campaign that informed architects about its products’ superior environmental performance, which was created by Mobas. Reynaers at Home was named as having ‘Promotional campaign of the year – Trade’ at the prestigious G14 Awards for a provocative advertising campaign aimed at architects. It won the award for its ‘Energy Efficiency Doesn’t Matter’ campaign at the annual event.

Mobas was also a proud winner of the Best Branding and Positioning category at the Construction Marketing Awards 2013 for Reynaers at Home, and was also nominated for two categories at the same awards in 2014. The judges were impressed by the bold and successful creation of the Reynaers at Home brand.