With strategic focus on re-establishing a recent brand acquisition, the UK subsidiary of a global corporation asked Pyramid to turn the British public back on to its TVs.

A phoenix from the ashes

Former Nokia brand Finlux has always maintained market share in Scandinavia, but had experienced turbulent times globally over the last decade. However, since its acquisition by Vestel in 2006, there has been a steady return to fortune.
With the brand now experiencing resurgence, combined with its diversification into a range of consumer goods, Vestel’s British subsidiary was tasked with relaunching the brand into the UK market.

Seeing things differently

With limited exposure in the UK and tough sales targets, Vestel challenged Pyramid to help them build brand awareness and stimulate market growth. Focusing on Scandinavian design values and excellent build quality, the agency’s team saw the creative platform developed for the ‘home’ market as inappropriate for British tastes. However, the viability of its foundations provided firm bedrock on which to build a unique and highly effective solution.

In a saturated market, fighting against dominant established brands, differentiation was seen as critical to success. With the quality of design, build and technology putting the product on a level playing field, Pyramid focused on its Scandinavian values.

The result: a fusion of organic and man-made environments, portrayed by inspirational scenes from nature combined with stylish interiors focusing attention on individual products from the range. Underpinned by the line ‘Natural Technology’, this counterpoint presentation portrays how the products’ design and outstanding picture quality will bring the world to life in almost any home.

A spectacular acquisition

The ‘Natural Technology’ platform displayed extensive scope and immediately received positive feedback from Vestel. However, a serendipitous addition served to further strengthen its long-term viability. Being geographically appropriate, the aurora borealis provided a unique opportunity, displaying direct synergy with the team’s solution. Pyramid identified that its vibrant colours and harmony with the platform delivered a powerful property for the brand and set about featuring it in a range of cross-media promotional tools. These, incentivised by the opportunity of winning a trip to experience the northern lights, gave Vestel UK all the primary tools required to support the initial phase of their strategy.

Success builds strong bonds

The Finlux ‘Natural Technology’ platform has already been applied to a wide range of media including online promotions, literature and exhibition collateral. Supported by Pyramid’s creative talents, Vestel are now experiencing enhanced trade and consumer interaction. This has cemented a firm relationship with the Warwickshire-based agency, with plans for continued collaboration in the future.