Patented technology, that absorbs low frequency electric fields, - the result of many years of research conducted by Dr Stanisław Wosiński.
ALLIANCE OF BUSINESS AND SCIENCE
As a result of a meeting between dr Wosiński and Selena Group (leader of construction chemicals), there was developed a unique in global scale product, that protects from EMF
CHANCES FOR SUCCESS ON INTERNATIONAL MARKETS
The potential of the innovative product was recognized on the basis of available data.
Research and analyses have shown that the problem of electrosmog protection is an important issue among EU citizens.
The strategy determines the potential target audience: parents with small children, people planning a renovation/ buying a new home, healthy lifestyle lovers, architects and interior designers and finishing works technichians.
APPARENTLY EASY CATEGORY CHOICE
During the project, we had to face many problems, such as choosing the right category. Research has shown that the term „EMF screen" wasn't clear enough for the users, but on the other hand the primer category could implify an inadequate price perception of the product („too expensive for a primer"). The concept 4in1 turned out to be the solution for this problem – it highlights the four attributes and the main benefit – EMF protection.
UNIQUE PRODUCT, UNIQUE POSITIONING
Building an image of NoEM as a premium product related to categories like healthy life style, eco, mindfulness, rather than to construction business.
NAMING THE INNOVATION
The participants of the focus interwiew pointed „NoEM Electro Protector” as the most relevant name for the products’s atrributes („no emission”, „no electromagnetic”).
LOGO INSPIRED BY SAFETY
The shape of the logo refers to a shield – the symbol of protection from EMF. The logo colors also have a deeper meaning: red symbolizes danger, blue – safety and peace.
BRANDING, THAT ATTRACTS ATTENTION
The branding concept was based on existence of two spheres – the dark one, related with danger (EMF effects) and the safe, bright sphere protected by NoEM. This brand idea received a positive reaction among the focus group.
MULTILINGUAL WEBSITE (7 -LANGUAGE VERSIONS)
Choosing the right category was the main difficullty of the project. Research showed that the term „EMF screen” wasn’t clear enough for the users, next the „primer” category could imply inadequate price perception („too expensive for a primer”). The problem was solved by the 4in1 idea – presenting 4 properties of the product and highlighting the main benefit – EMF protection.
Launching the first in Selena’s history e-commerce business.
Creating a omnichannel model of sales that considered interests of sellers (attached to the traditional model) and customers comfort.
PRINTED MATERIALS AND POS
Product was showcased at international art, design and healhy lifestyle fairs (including Festival Edilizia Leggera Vicenza , Warsaw International Allergy Days).
COMMUNICATION: FROM AWARENESS TO PROTECTION
Becouse the problem of EMF is in the low level of awareness, the camapaign focused on two aspects. The product campaign was preceded by intense educational campaign, which included launching a content platform (blog, FB, YT) about EMF health effects.
PROTECT YOUR LOVED ONES FROM ELECTRIC FIELDS
This motto refers to emotions and the fundamental need of providing the family a safe and healthy life.
NATALIA NGUYEN – NOEM BRAND AMBASSADOR
Natalia Nguyen – architect and interior designer, a popular home decorating TV show presenter, privately – mother of An.
EDUCATIONAL AND PROMOTIONAL FILMS ON YOUTUBE
Short promotional and educational films about the product and EMF starring Natalia Nguyen
NOEM FEATURED ON A TV MORNING SHOW – DD TVN
The guests of the program were dr Stanislaw Wosiński – inventor of the technology and Natalia Nguyen – NoEM Brand Ambassador.The idea of combining online and offline actions increased campaign effectiveness.
Online campaign adressed to specific target audience.
Applying real-time marketing by matching the communication with actual context e.g. loud protests against building power lines and cell towers.