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Following a competitive pitch process, The Think Tank was appointed by Q1® Tapes to develop and implement a marketing strategy to support the rollout of 4 new Q1® Tapes products throughout 2021.

Despite several other big-name agencies vying for the business, The Think was the natural choice. Q1® was impressed by our demonstrably effective creative work, our wealth of experience in the construction sector, and (thanks to our inhouse PR department) our ability to offer genuinely integrated solutions.

Our strategic proposal focused on positioning Q1® as the professional’s choice and on raising brand profile and awareness among painting and decorating professionals and merchants.

The first product scheduled for launch was Q1®’s Sensitive Surface Masking Tape. Made from Japanese Washi Paper and boasting a uniquely gentle adhesive formula, the product is suitable for use on even the most delicate surfaces and it genuinely outperforms the competition. To compliment this with a campaign that similarly stood out from the crowd, creative focus was placed on the tape’s distinctive pink colour.

‘Get the edge, go pink’ was chosen as the strapline to appear alongside striking imagery of a flamingo. This proud pink bird was always more likely to turn heads and the execution proved successful in driving brand awareness and engagement. For a brand like Q1® Tapes that likes to do things differently, with an audience that appreciates fun, it was a creative route that really resonated.

We ran adverts in paid and unpaid social, in trade magazines and stores, and on the Google Display Network, where automation was leveraged to help develop leads.

Additionally, competitions running online and in Crown Decorating Centres helped us harvest data for remarketing as well as providing opportunities to distribute product samples amongst professional decorators.

The PR element of the campaign yielded further exposure for the launch, delivering 71 pieces of coverage to an online readership of 226,000, while partnerships with long-tail influencers helped generate buzz.