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BDB relaunches M&I materials’ MIDEL brand

Following a full strategy review, BDB has relaunched M&I Materials’ brand of transformer fluids, MIDEL. Appointed in early 2016, BDB executed an initial relaunch campaign and a broader integrated marketing communications strategy for the MIDEL brand.

The objective of the campaign was to position MIDEL as a leading supplier of ester-based dielectric fluids and as a global leader of applications in this field. In order to make MIDEL stand out in this conservative market, BDB was tasked with creating a clear brand platform for both new and existing target audiences, including a new identity and creative style. The brief included owned, earned and paid for campaign tactics.

BDB generated a striking and engaging brand strategy for MIDEL, featuring an updated logo and positioning strapline that focused on its ability to provide ‘safety inside’ – a direct reflection of the key product benefits. As part of the integrated campaign, BDB created a number of owned materials including a microsite, a brand film and PR strategies alongside trade and digital advertising programmes.

The results so far have been impressive, with more than 4,538 visits to the microsite since January 2016. In addition, there have been 478 downloads of MIDEL marketing collateral and 186 downloads of the company’s first whitepaper. This engaging activity created a 5013% increase in MIDEL’s LinkedIn followers during the first 12-month period and in excess of 660 views on the brand film. There have also been 47 active leads generated through the microsite, each with a potential commercial value far beyond the investment made into the campaign.

Barry Menzies, commercial director and head of dielectric fluids at M&I Materials, said: “We chose to work with BDB due to the agency’s aptitude and skill in brand strategy and marketing communications, as well as their thorough understanding of technical and industrial B2B markets. We are extremely pleased with the results the activity has produced so far and we look forward to working with BDB on the next phase of the campaign.”

Sally Martin, client services director at BDB, said: “We are delighted to be working with M&I Materials to support them in revitalising their core product brands. With our extensive B2B experience, we created an integrated strategy to reinforce MIDEL’s position as an industry leader.

“This campaign demonstrates that with in-depth insights, strategic thinking and innovative creative, even the most established brands in conservative and risk-averse markets can be re-energised. We are looking forward to working with M&I Materials on a number of future campaigns.”

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