Air Diffusion

The Client

One of Ruskin Air Management’s three leading brands - Air Diffusion - is the market leader in fire, smoke and air control products. With modern production facilities in the UK, the division has access to cutting-edge test and development services from Ruskin, its parent company in the US. High levels of commoditisation of products in the marketplace has led architects, specifiers and contractors to recognise and justify the specification of premium products with higher quality design, manufacture and specialist application.

The Campaign

To combat industry commoditisation of grille products, and to counteract them being judged on size, price and availability, Air Diffusion needed to introduce a greater understanding of the complex decision-making process involved in correctly matching grilles to air control equipment.

Wyatt set about creating a strategically targeted trade press campaign to dramatically highlight the difference between basic and quality standard grilles. Through the campaign Air Diffusion was able to educate its target audience, demonstrate its in-depth product knowledge and strengthen the idea that specifying higher quality products, developed with the benefit of ongoing R&D, will always produce the best results.

The creative execution began with a typical example showing the embarrassing outcome of fitting a correctly-sized grille, but one not compatible with the air control equipment. It also pointed out that Air Diffusion has been helping customers avoid such climactic miscalculations for over 30 years.

The Results

The campaign’s instructive but humorous approach began in early 2010 and initial feedback suggests that it is being effective in increasing awareness of the problem and achieving recognition of Air Diffusion’s superior product offering.

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