PUSHING PERCEPTION
 
We were set the challenge of pushing the perception of architects, contractors and likeminded. Change the way they think about Randers Tegl and keeping them in mind when ordering bricks for the more intriguing projects. Randers Tegl is lacking edge when is comes to the bold projects and their reputation needs to be pushed. With their new brick, Ultima, they made a strategic decision to take the first step towards that. Crafting a brick that the target group wouldn't connect with Randers Tegl. A brick that is expensive and only used for the most ambitious projects.

Next step was to sell them with the same high level of impact. To surprice them and make them wonder about what Randers Tegl is and isn't. Selling this new format and pushing the perception of Randers Tegl, from this simple, but impactful brand touch point.