Polypipe Terrain, the business, currently positions itself as the experts in drainage within Tall Buildings boasting a range of drainage solutions for the commercial built environment. Customers identify with the TERRAIN brand as being synonymous with a reliable and trustworthy brand in commercial drainage.
However, Terrain in Polypipe terms, now needs to change in order to pursue the Building Services market. It is important to position ourselves, in our customers’ eyes, as being more than just commercial drainage, whilst at the same time, help to align our internal processes; supporting our teams through the change ahead.
Therefore, TERRAIN will remain a Polypipe drainage products brand, whilst a new name, Polypipe Building Services, will be launched to communicate our strategic mission and positioning within the market; providing a new Fabrication Service, more ‘grass roots’ support and the ability to introduce more products and services via a cohesive service-led division.
In its simplest terms, Polypipe Building Services will be offering ‘more’. It’s a vague ‘offer’, yet it sets out its ‘new direction’ stall to make room for new products, new systems, and new fabrication and support services whilst eluding to the ‘more’ that customers receive with the current service. Insight to the new business model highlighted that new and retrofit projects would eventually incorporate newly introduced utility services, such as water supply. These services, within tall building and multi-occupancy buildings, are accessed via a utilities cupboard on each floor. And so, the original campaign line was born; “OPEN THE DOOR TO MORE”.
The resulting ‘teaser’ campaign of simply showing a door slightly ajar, together with our campaign line and supporting copy introducing the new service, created online requests to find out more. More innovation, more expertise, more support. More Polypipe.