Challenge: Create Brand Awareness
Aquatech builders have been designing and crafting some of the nation’s most beautiful waterscapes for the last 50 years. Unfortunately, nobody knows that. Watermark was tasked with putting Aquatech on the map. “Make it a household name,” they said. Not exactly a job for the faint of heart.
Solution: Tout the pool life
The old advertising adage “Show don’t tell” was critical to this assignment. With a new tagline: Imagine life with a pool, we set out to display how wonderful life can be when you fill a hole with water in your backyard. To illustrate the breadth of pools Aquatech builders design, we filmed two web videos. Then, with videos in hand, we overhauled the Aquatech website. This was the key to establishing household recognition. On this site, consumers can design their own pools, create their “Divine Design Book” and share it with a local builder as well as on Facebook. Accompanying the site are branded brochures, collateral and direct mail pieces that we customize for each builder and region. When trying to become a household name, your work is never done.