Ferroli was looking to launch their products in the water heater segment of the Indian market; an already crowded segment with established players like Racold, Bajaj and Venus.
In order to make an impact in the category, Ferroli worked with Twist Open UX to plan their brand positioning and design their communication strategy to build their website, catalogue, product packaging and print collaterals.
A study of the competitor landscape revealed that products in the market were in a battle of features and material superiority. We recommended that the race for Ferroli be different, by moving away from product positioning to lifestyle positioning. Ferroli - Live Smart, is the lifestyle positioning we chose because it was a brand that gave you the time to follow your dreams. The idea was to communicate how technology is now an extension of our lives and can be harnessed to live more efficiently.
Ferroli had launched the first ever Wi-Fi app enabled products which could be operated wirelessly. These smart products were the source of our visual theme of QR codes and Smart Tags which were the new dimension in communication. By abstracting QR codes at a pixel level we created a subliminal design feature that was used in the visual design across the website and print collaterals. What we tried to communicated was that this technological breakthrough would help you get smarter with your time.
In order to drive home our communication strategy of smart living, we focused on building a story around people’s lifestyles and the impact Ferroli products have on the quality of your life. By doing so, we consciously deviated from the feature race while also drawing attention to how the products were Italian in every sense of the word; from precision and design to concept and execution.