Problem
Well-known in Europe, WACKER Silicones had to overcome low brand awareness in North America. They were being beaten out by some pretty heavy hitters like Dow Chemical, Dow Corning, BASF and Momentive (formerly GE Silicones).

Insight
Many in the audience WACKER was trying to target – chemists and formulators – were already using at least one of WACKER’s many silicone products and familiar with the benefits, they just didn’t know it. The users had no brand awareness, and this was costing WACKER dearly in crossover sales. Yet, it stood to reason that if users liked one of the manufacturer’s silicone products, they would be apt to try – and like – others.

Solution
We created a campaign with the positioning line, “You Know Us, You Just Didn’t Know It.” It was seen in 10 print ads developed to bolster the silicone business unit’s 10 key verticals. A media plan focused on relevant publications within each of the 10 business segments. Also, given the fact that WACKER’s target consists of early-adopters when it comes to technology, it stood to reason many would have smartphones. So, we added an interactive quality to every print ad with a QR code. Not only did it make them more compelling, it positioned WACKER as a tech-savvy company. The print, along with web ads, drove consumers to a microsite that explained the full product line offered by the WACKER Silicones Division.

Result
Although this campaign has just launched, it’s already been very well received. In fact, WACKER has already asked us to extend the concept to two additional product lines.