Siniat Launch Case Study

From Knauf Australia to Siniat – IMA launches global brand in Australia

A recent shake-up in the Australian plasterboard industry resulted in the global Knauf Group selling its shareholding in Knauf Australia to the Etex Group, a family-owned global building materials business. Knauf Australia products and services were rebranded to Siniat – a flagship commercial brand of the Etex Group.

IMA was engaged to launch the Siniat brand in Australia, where it was not widely known.

As well as clearly defining the name change, the project involved positioning Siniat as the partner of choice for ceiling and walling solutions from plasterboard to metal framing solutions. A further goal was to reassure and retain the current customer base, while attracting and engaging prospective customers.

Following research and insights work with Siniat customers and staff, IMA set about developing a concept that was attention-grabbing and memorable, yet simple. The big thought was: ‘same, same, better’.

IMA Group Account Director, Jachin Cush, explains the rationale:

“This big creative thought follows considerable engagement with staff and customers, leading us to the positioning. It’s a broad enough reference that can easily extend across key target audiences such as installers, builders and architects, right through to the distributors and their staff,” Jachin said.

“With all of the exciting opportunities that come with a new brand, it’s vital that we maintain stability and assurance. This proposition allows us to speak to both of these points – the ‘new’ and the ‘familiar’. It also allows the conversation to be shifted away from low level commodity product supply, elevating the discussion to what’s ‘BETTER’ with Siniat – a true solutions partner.”

Siniat Marketing Manager, Stephanie Olsen, said the new brand launch provided a platform for several other broader marketing activities.

“We have an exciting opportunity to bring something truly new and unique to the lightweight construction materials market,” Stephanie said.

“We are working hard to bring even better sustainability solutions for all our customers”.

“Coinciding with the Siniat brand launch is the release of our new Blueprint Technical Manual. Blueprint now includes both steel and timber framing systems and our new high rise Interhome system. Together with our updated Siniat SELECT suite of specification tools, the changeover is providing customers with some exciting opportunities.

“We’re looking forward to exploring how we can be a better partner, and do more of the things that matter most to our professional building customers. We 100 per cent believe in the creative platform that IMA have developed for us. It’s a launch positioning that will gain attention and allow us to continue building the brand and our customer relationships.”

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