Honeywell
Challenge:
Help Honeywell regain its leadership position in the minds of key decision makers. Create a campaign that speaks to multiple audiences, positions Honeywell as the best supplier in the industry, leverages the company's 125 years of experience and is capable of worldwide use.
Solution:
Despite continuing to offer superior products and service, Honeywell's Business Control Division had been losing market share for the better part of the last decade. Research conducted to help identify reasons for the decline confirmed that Honeywell had lost its leadership position in the minds of Building Owners, Facility Managers, Performance Contractors and Consulting Engineers. After reviewing the existing research and conducting one-on-one interviews with members of the target audience, Initio developed a position based on the idea of "Comfort From Experience." A comprehensive multi print campaign was developed that leveraged Honeywell's benefits for each vertical category.
Result:
Readership studies revealed that the print campaign gained the highest recall of any business-to-business campaign for Honeywell in the previous five years. Virtually overnight, Honeywell regained its position as leader in the category and within two years had regained market share leadership. The new tagline, "Comfort From Experience" was adopted system-wide.