Impey

THE BACKGROUND

Impey are the pioneers of the wetroom industry, having developed many of the product innovations and technology now recognised as industry standards. They are one of the very few companies who specialise in wetrooms, with many competitors offering wetrooms as another product range alongside other bathroom products. Impey sell to two diverse sectors, each with their own specific products – healthcare and luxury wetrooms. There is no cross over in target audiences and each market had traditionally been addressed with completely different creative and brand presentations

THE BRIEF

To develop a unifying creative concept encompassing all the diverse market sectors covered by Impey wetrooms – healthcare through to high end, luxury residential and commercial. The concept also had to be relevant to each of their multiple applications and audiences – installers, occupational therapists, end users, showroom staff and trade outlets.

THE UNEXPECTED SOLUTION

Impey’s ‘We are Wetrooms’ USP is the result of an extensive discovery process, with 9Y working closely with the client to gain in depth understanding of, and insight into, the company, the way it works and develops ground breaking wetroom innovations, its technical excellence, its markets, audiences and competitors. We went out to the trade, researched and tested our thinking and created a simple but striking proposition which not only captures everything Impey is about but also positions them as the definitive brand in all their markets. Whatever the specific message of any communication or campaign, We are Wetrooms gives the Impey brand complete authority.