Case Study: AKW

AKW Logo

We won AKW as a client in 2014, after a competitive pitch against two of its incumbent agencies.

The company is the UK’s leading manufacturer of accessible bathroom, kitchen and daily living products, supplying housing associations, large-scale developers, local authorities, care and nursing homes and major plumbers merchants for over 28 years.

The challenge they gave us was to launch two brand new and high priority product ranges – their iShower range of electric showers and a new range of Wet Room formers.

The campaigns were so successful that AKW then asked us to create a Corporate Brochure which would capitalise on the new visual identity and direction introduced through the Showers and Wet Rooms collateral.

The Corporate Brochure was so well received by the sales force and customers that we went on to produce a Document Wallet, new Business Cards, a Desktop Calendar and were asked to consolidate all the branding work into Corporate Brand Guidelines.

Alongside the regular trade and consumer advertising we create for AKW throughout the year, we recently delivered the new brochure for their Accessible Kitchens range, which once again marks a significant uplift in the quality of the company’s sales and marketing collateral.

'Showers Just Got Interesting' Campaign

We had to hit the ground running to meet the manufacturing deadlines for the target launch dates. The shower names had already been chosen (iCare, iTherm, iSure) but a logo for the packaging and casings was urgently needed.

Within 72 hours we had managed to go through a process that normally takes weeks and delivered the chosen logo design to the production team for manufacture.

Our next challenge was to create a messaging matrix for our target market, as different models would be available in different places; through some merchants in-store, other merchants online, direct from AKW’s site and phone sales team and also through certain retailers. Some models were aimed at installers and specifiers, whilst iCare was aimed at the care sector, so B2B trade campaigns were needed which would stand out in a crowded market.

We devised a fully coordinated campaign which featured in-store Point-of-Sale (including Pull-Up Banners, Brochures, Brochure Holders and Posters), Print Advertising in trade magazines, national Radio Advertising on Talk Sport, Banner Ads, Technical Videos, User Videos, an Email Campaign, Product CGI and a Product Microsite.

We wanted the campaign not only to appear seamless and consistent across all touch points, achieving maximum impact and awareness, but also to be highly trackable. Using unique URLs and codes for different promotions, AKW were able to monitor response rates and traffic to the microsite, providing invaluable insight, ROI and the most successful ever product launch.

'Wet Room Dreams' Campaign

Alongside the iShowers campaign we were producing the Wet Rooms Launch Campaign, targeted at a slightly different audience.

The main challenge was that whilst wet rooms are very fashionable and desirable, wet room formers themselves are purely functional, sitting underneath the tiled floor to provide a solid and waterproof base. Additionally we needed to create a campaign which would stand out in crowded and cluttered showrooms and plumbers merchants and appeal directly to installers.

The resulting campaign, ‘Wet Room Dreams’, focused on the strength, reliability and reassurance that AKW’s formers provide, and the importance of choosing the right products to create the perfect wet room. The imagery and copy was stylish, attractive and bright, designed to stand out against the usual POS in showrooms and trade ads in plumbing magazines.

The campaign featured in-store Point-of-Sale (including Pull-Up Banners, Brochures, Brochure Holders and Posters), Print Advertising in trade magazines, national Radio Advertising on Talk Sport, Banner Ads, Installation Videos, an Email Campaign, Product and Room Set CGI, Photography and a Product Microsite.

The campaign boosted sales by 840%, created significant brand recall and awareness, and grabbed the attention of some of the UK’s biggest bathroom retailers who went on to stock AKW’s Wet Room Formers.

AKW Wet Room Dreams Print Advertising

Corporate Materials

The success of the Showers and Wet Rooms campaigns gained AKW significant attention within the industry, opened doors to retailers they hadn’t previously had access to and gave the sales force a powerful set of tools to work with.

AKW wanted to bring their corporate identity into line with the fresh new approach these campaigns had introduced, so Mineral Creative designed and wrote a Corporate Brochure which reflected the wide range of products and services AKW offers, why it is the market leader, its history and its service culture.

The strapline ‘Life Made Better’ came out of this project and has since become an integral part of AKW’s new Brand Identity.

The Corporate Brochure was supported with brand consistent Business Cards, a Document Folder and even a 2017 Calendar!