FURNO HEAT GUN
CASE STUDY
Industry, tradespeople and DIY enthusiasts around the world have relied on an innovative range of products used for painting, decorating and home improvement from WAGNER for more than 70 years.
Whether it is paint sprayers for painting wood, metal, walls or ceilings, heat guns for rapid paint removal or wallpaper steamers they have market leading products.
J. Wagner GmbH is part of the WAGNER Group, which operates globally and has approximately 1,600 employees.
WHAT WAGNER NEEDED
WAGNER needed to launch a new range of heat guns into the UK market called Furno.
The brief was to convey the concept that heat guns do more than just strip paint. New technology with greater control of temperature and air flow enabled a wider variety of projects involving heat in and around the home.
The concept had to be communicated across a range of media including images, video, print for retail and digital channels.
HOW WE HELPED
A campaign was devised to expand the perceived range of applications for heat guns by introducing the 101+ uses concept. This expanded the recognised application to include a range of DIY, electronics, automotive, art and craft activities.
Realistic images and videos were created to show WAGNER heat guns being used for this new range of applications.
These were used in a mosaic hero posters and to represent categories of applications for use in social media and their website.
To help sales representatives achieve buy-in for the heat guns, we created 2D and 3D in-store freestanding point of sale and shelf displays. This enabled them to present the new product range concept to potential customers. The displays included shelf strips, wobblers, product hangers and header boards.
Product and accessory packaging was developed visually showing the key usages.
To announce the product launch, press releases were created and material devised for Ideal World TV shopping.
WHAT WAS ACHIEVED?
We provided WAGNER with product and marketing strategies that raised awareness about the versatility of the tool and grow the heat gun DIY category to make it a must have tool for all households.
Users endorsed the idea of the wide range of applications to remove, shape and fix items with a heat gun and often commented on their application in product reviews.
The product was listed in Argos, Amazon, B&Q, Toolstation and Robert Dyas.
