Magec by Somfy – Chinese language naming, branding, print/digital launch campaign

19 October 2011

Somfy is a French producer of automatic control devices for domestic curtains, blinds, shutters and awnings. Seeking to enter the Taiwan market they asked Stepworks to develop and execute a B2B2C strategy that would position their offering as a luxury product and break through the clutter. Stepworks answered their brief by first developing a name and a brand for the offering. This was followed by an app/print launch campaign targeting local distributors and consumers.

Named after the Tenerife sun god, their Magec product promises to let the homeowner Control the Sun. The campaign also produced an on-brand iPhone app that allows distributors to dramatically demonstrate the product benefits and features by controlling the position of the sun with their finger, and seeing the effect that automatically has on curtains and blinds. A print ad and email components also helped get the message out.

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