Allu

Transformer launch

Challenge

Allu designs, manufactures and sells products for processing, separating, sorting, mixing and crushing materials. Typical applications include soil and waste material recycling, processing contaminated soil and transforming waste back into usable material. Having established an international dealer network and pioneered a way of processing materials since the 1980s, it now required a brand identity that would not only be better understood and embraced globally, but more importantly, one that also clearly translated the benefits of its technology.

Strategy

In creating a brand identity that captured the value of the technology and could be recognised across the world in every language, we set ourselves the challenge of finding a single word to convey the multiple benefits.

Creative

And so the Allu Transformer was born. An instantly recognisable brand that delivers a concise message, with clear benefits. Transforming unusable waste product back into usable material. Transforming the way operators work by performing two processes in one. As well as transforming a workforce, with only one operator needed instead of two.

Result

A pre-launch campaign teased the press, customers and market, before revealing the Allu Transformer to an international audience at Conexpo in Las Vegas. An impressive stand featuring product animations, demonstrations and a press event was followed with a new website, literature and sales support. Not to mention continued education with dealer ‘how to’ videos on maintaining or adjusting Allu machines. The market loved it – Allu’s profits increased by ten. Now that’s a company transformed.