THE PROBLEM
The Anglian Knight, a symbol of heritage, quality and value since 1966, was dropped from all Anglian communications in 2007. AHI’s brand identity was further dissipated by a focus on lead generation and offer led promotions. The brand needed redefining.
HOW ‘BUILDING BRILLIANT’ SOLVED THE PROBLEM
We reintroduced and reinvigorated the Anglian Knight across all communications. The knight became a
champion for Anglian’s burgeoning range of energy efficient, eco-friendly products. Moreover, the Knight became the figurehead for a revitalised brand personality that positioned Anglian as the home improvement specialist that is constantly ‘Raising the Standard’ across the industry.
THE RESULT
Whether it’s ‘greening’ Britain’s homes in sponsorship with RHS Britain in Bloom, or taking centre stage with a light-hearted look at the weather forecast on ITV regions around the UK, the Anglian brand has become more accessible. It is now visibly a trusted leader in a home improvement industry worth in excess of £60 billion.
CAMPAIGN ACTIVITY
Brand development and enhancement
National TV ads and idents
Press advertising – national and regional
Event and exhibition design
Internal communications