Challenge

Generate enquiries from architects and specifiers. For a brand they are likely to be confused about Arcelor is the new name for the creative cladding solutions company that until recently was known as Haironville TAC. And there was a brief spell in when it was known as Arcelor UK. So the basic challenge of getting architects to send for the product brochure was complicated by severe branding issues.

Creative thinking 

Members of the Huét Aminto team have been marketing to architects and specifiers for over 20 years now. One thing we’ve learned during those years is that the surest way to get an architect’s attention is to display beautiful and fascinating buildings. If they’re interested enough in the architecture, they’ll forgive any amount of name confusion. This simple mailing applies that insight with remarkable success. The brochure was an existing item produced in Europe, but fortunately it does feature some stunning and very unusual structures. 

There’s some added ego-stroking in the copy lines, because another proven way to appeal to architects is via their self-image as creative mavericks.

Results

The mailing offering a free copy of the brochure was sent out to 2171 carefully selected professionals. Arcelor got 102 “Yes Pleases” back, a healthy 4.69% response rate. This not only got the brochure distributed to all the right people, it also generated enough leads to keep the sales force busy for months.