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The Brief
Exel Composites sought to champion in the crowded and often monotonous composites manufacturing industry.
The challenge was to elevate their brand from being seen as just ‘functional’ to being ‘pivotal' in enabling creative and innovative product designs, thereby expanding their market reach to product designers and engineers globally.
The Truth
The insight that drove the project was that, while composite materials offer unique advantages, such as being a catalyst for innovation in product design, they are often overlooked or underappreciated by designers and engineers due to a lack of engaging communication.
The Idea
The creative idea was to reinterpret the classic "Three Little Pigs" fairy tale, using it as a metaphor to illustrate the superior strength, flexibility, and sustainability of Exel Composites materials.
The campaign was launched at Composites World and was executed through a multi-channel strategy, including targeted ads, social media, video content and email marketing.
Results
The campaign has achieved exceptional results and gained high engagement from prominent global companies in the automotive and aerospace industries. It has effectively heightened brand awareness and positioned Exel Composites as an industry leader.
"Super excited to launch our brand campaign, Reimagine the Possible, that uses witty humour and storytelling to highlight the great design potential composites unlock for so many different industries and products. Big thanks to our creative partners for bringing this vision to life."
Pilvi Tahtinen, Director of Marketing & Communications at Exel Composites
