Brief
In 2021-22, McAlpine Plumbing undertook an ambitious plan for business growth including expanding their product range to address even more of their customers’ pain points - literally.
One of the many projects in this expansion has been McAlpine Kneepads with Redbacks Cushioning Technology. McAlpine Kneepads are unique in their construction, featuring a patented leaf spring technology and honeycomb matrix that spreads weight away from the knee, protecting knees and relieving pressure and pain.
We were tasked with creating an animation that revealed the new brand, evangelised the new messaging, made the kneepads attractive and acted as advertising - with the goal of increasing sales and turnover.
Process
We performed extensive research on the market for kneepads through different trades, including plumbing. Analysing marketing and design, speaking to real tradespeople to find out why they bought specific products and what they liked about McAlpine Kneepads with Redbacks Technology.
“Pain Relief For Knees That Work” is the core of the messaging that we created - not only touching on protection from kneepads, but also extreme comfort, pain relief but most importantly pain prevention.
Combining strong messaging with striking, stop motion paper cutout styled graphics (ain't that a mouthful), strong colour and strong social proof, you really couldn’t go wrong.
Outcomes
An animation that the client and customers loved, increased engagement, and goals smashed.
The design style formed in the creation of this animation - released at the start of the marketing cycle in the lead up to the product launch, allowed us to explore a less corporate feel while staying under the McAlpine banner - which customers responded well to.The animation was one piece of the online and offline marketing for McAlpine Kneepads that overall contributed to smashing monthly and yearly sales targets, reaching a the yearly goal of a 1.5x sales increase in 4 months.
