Mapei
THE CLIENT,
THE AGENCY,
AND THE CONTEXT.
Established in Milan in 1937, MAPEI is now the global leader in producing adhesives and chemical products for the construction industry. With 89 subsidiaries and 83 production plants across 36 countries, the group’s reach is extensive. However, the brand was not widely recognized in Argentina. That’s why the Marketing team reached out to us.
FOCUS ON STRATEGY & CREATIVITY.
Our journey kicked off with an in-depth analysis of the Adhesives, Sealants, and Waterproofing category. We delved into a quantitative study involving key players in the construction sector, complemented by in-depth interviews with architects and leading figures in the local real estate scene.
BRAND RESULTS.
In 2018, we crafted a 5-year plan with a primary emphasis on increasing brand awareness through various stages.
Over the initial 2 years, we successfully elevated the name MAPEI among opinion leaders. Initially, we emphasized the company’s global presence and leadership, then transitioned to launching its first product campaigns.
