FADO FOR YEARS

FADO FOR YEARS.

New brand communication strategy.

Over the years, the FADO brand has established itself as a leader in the production of engineering plumbing of guaranteed quality. From valves, flexible liner and polypropylene pipes to heating systems and related products, each FADO product embodies the latest technology and the highest standards of durability. The slogan of the new communication campaign "For years" conveys the key message and value of the brand: the products are designed to be chosen for years and be confident in their choice.

The FADO team worked together with the marketing agency Aimbulance to create the strategy.

During the strategic session, the main problem of the target audience was identified: engineering plumbing is something that people want to "do and forget", it should not be something that they return to with repairs. For dealers and installers, this is a threat to reputation, and for the customer, it is a new "headache". The relevance of the insight was confirmed in the course of joint work with the sales team, which communicates directly with dealers and installers and monitors customer feedback.

Analyzing the results of field research, communicating with representatives of target segments, we have identified one common desire among dealers, installers, and customers the brand should be responsible not only for the quality but also for the result, without shifting responsibility to the performers. Yes, this is typical for customers of the engineering plumbing category, but it is not the main leitmotif of brand communication in this category.

The results of observations during the qualitative research and the conclusions of the strategic session allowed us to determine the vector in which to move. This actually allowed us to formulate the main value of FADO for all segments a brand with which there are no problems.

"Based on on a long-term experience, we are surecontributed we can declare a key product feature FADO - about its durability. And the strategy we have chosen is "For Years"This is a reflection of our commitment to always remain a responsible partner for customers, dealers and installers. We understand that engineering plumbing is not something that is often revisited. And we are ready to guarantee that it can be reliable for many years without losing its declared performance characteristics. Our goal is to build a long-term cooperation and trust, and we believe this strategy will help us in this task." - Alexey Lukashkin, FADO brand fuzzer.

One of the masters expressed the essence of FADO's value quite accurately: "The best indicator of quality is when customers come to us a few years later, but with new facilities, and tell us that everything works at the old ones". This thesis prompted us to think about how to objectively measure product quality and communicate it. And years have become such a significant indicator for all segments. After all, this is how people can determine how long and reliably the purchased engineering plumbing serves.

Thus, the creative solution "For years" is multilayered. The idea reveals the professional experience of FADO, while at the same time speaking about the long-term functioning of engineering sanitary ware for master installers, long-term partnership with dealers and reliable work for consumers.

"Marketing is not an option, but a business partner. Where business is primarily about money. FADO brand requires comprehensive and systematic support, without which the company's commercial department will not have the proper tools for effective sales. Marketing's task is to provide these tools by building an effective marketing strategy. The team FADO has always set itself the task of being the best, and the strategy "For Years", spodI am sure it will allow us to take hold in this statusі and in the future. Our customers deserve the best, and we are ready to deliver." - Ivan Nizhnik, Marketing Director at FADO.

We are launching a large-scale communication campaign aimed at building brand awareness. The secondary objective will be to familiarize the customer segment with the category - to form an understanding of what engineering plumbing actually is. It is by depicting familiar products in key images that we demonstrate the most recognizable FADO products and reveal a deeper understanding of this category.

And for the audience of dealers and installers, the "For Years" campaign will be another reminder of the FADO brand: reinforcing the already formed impression of long-term partnership and attracting new craftsmen to reliable products.

"The "For Years" campaign is the first large-scale communication of the brand. This is an extremely important stage in building FADO's knowledge and image in the engineering plumbing market. The developed strategy is an excellent foundation for future communication activities. А simplicity and clarity of key messages should encourage consumers to easily memorize communication, and thus build mental accessibility and include FADO in their "initial consideration set" when choosing engineering plumbing." - Anastasia Pustylnyk, CEO of Aimbulance.