About ECOCLEAN

ECOCLEAN is a revolutionary range of coatings with long-lasting cleaning and safety benefits when applied to surfaces found in the buildings and transportation systems in which we live, work, and move.

ECOCLEAN:

  1. Significantly improves internal air quality reducing Sick Building Syndrome (SBS)
  2. Has antimould, antibacterial, antiviral, anti-odour and VOC-reducing properties when applied to internal surfaces
  3. Self-cleans external surfaces to deliver pollution reduction, reducing building maintenance costs and extending asset life.

The Challenge

The range had been initially launched under the ecotio2® brand name in 2015. However, by 2022 the world had changed largely impacted by the pandemic. The team wanted a more memorable brand name supported by a clear strategy to connect with a broader audience based on the range’s multi-surface benefits and net positive sustainability story.

What we did

Working with the Australian and New Zealand team alongside our brand village of expert collaborators, we did the following:

  • Using our proprietary naming approach, identified ECOCLEAN as the new brand name with a promise of Protecting our World
  • Developed a purpose-driven brand strategy using PX™ – The Purpose Experience that identified biomimicry as the range’s meaningful product truth
  • Translated the strategy into a new brand book and guidelines across key brand assets and touchpoints
  • Developed a mobile-friendly new website enabled for ecommerce
  • Created a social media strategy using the brand’s unique tone of voice
  • Developed an animation to explain how the ECOCLEAN technology works
  • Created new videos to tell the brand story and showcase its application
  • Launched EDM campaigns to communicate the new brand look and feel.

The Result

In a matter of weeks, ECOCLEAN gained market acceptance. It is a brand that is going global with a bold, vision, mission, and purpose to protect our world’s urban spaces and places – a message that is connecting powerfully in post-pandemic times.

Wrapping Up

We believe It’s a brand new world.

Leaders like Tony Watling are embracing purposeful leadership and branding to create the enduring businesses of the future.

Learn more about  Tony and ECOCLEAN from our recent leadership talk here.