WHY TO JOIN

IMPLEMENTATION GUIDELINES V 1.2

16. October 2014

&

ABOUT THIS DOCUMENT This document is about the benefits of airpop®.

First part names seven good reasons to join the initative.

Part two shows the messages which are currently available.

Part three gives inspiration how you can make best use of

airpop®.

The evolution of airpop® is an ongoing process. Hence, this

document will be updated regularily. Please ask for the most

recent version by contacting a.schaefer@airpop.com.

PART I.

SEVEN TOP REASONS TO

BECOME PART OF THE AIRPOP

COMMUNITY

Representatives from the entire European EPS industry cooperated

with the communication agency Ogilvy & Mather.

Task was to develop a common European

brand for EPS.

The result is a modern, appealing, unique and

very convincing European communication strategy.

As member of the airpop® community you can

enrich your individual company’s

communication with airpop visuals and

slogans.

No. 1:

TAKE

ADVANTAGE OF A

TAILOR-MADE

COMMUNICATION

CONCEPT

airpop® is a co-branding concept.

It allows showing your dedication the product

without giving up your corporate identity. We

are not aiming for a uniform industry. We want

you to keep up your individual style and brands.

How do we manage to combine?

airpop® is the generic name of the material:

“airpop® inside”. No problem to place the airpop

logo along with your companies logo on your

collaterals.

The toolbox provides motifs and templates for nearly everything you

need for efficient communication.

And if you have special requirements, Ogilvy & Mather will to be by your

side.

No. 2:

CUSTOMIZE

YOUR COMMUNICATION

The airpop® concept is unique, young and easy going.

The texts and motifs are catchy and touch

emotionally. Use the strategy for your

communication and your company will come

across very likeable!

We believe that it is worth a try to get away from

the very technical arguments the industry usually

uses.

No. 3:

COMMUNICATE

AT EASE

All airpop® motifs and messages in the toolbox are ready for use, including

copyrights.

This saves money as you only pay your agency for

individual adaption of the templates, such as

translation.

Or, you use the competence of one of our

independent graphic designers.

The price-list is available for download in the toolbox.

No. 4:

SAVE MONEY

We all know that airpop® is the smartest way of engineering air.

It’s only: none of us has a communication budget

to spread the good news to the world.

Together we can make the difference. We

constantly communicate to a lot of people out there,

let’s use this precious source!

The plan is as simple as efficient: if the entire

industry uses the airpop® brand we will be

heard.

That is what sustainable communication is about.

No. 5:

BE AN ACTIVE

PART OF THE

IMAGE-TURN

AROUND OF EPS

600 companies, 50.000 people and one goal: convince customers that

airpop® offers maximum value to a reasonable price.

All together we are strong enough to establish a

public understanding for the good airpop® is

about.

We want to give airpop® a likable, emotional and

reliable image. This image will help to raise its

acceptance and improve market shares.

No. 6:

BE PART OF A

STRONG

EUROPEAN

BRAND

Remember:

You are not only selling moulded parts or insulation

boards to your customers, you are selling

engineered air! you are selling a

comfort cover & a trouble shooter! You are selling

emotions!

With the airpop® communication scheme we deliver

many more good reasons why to choose your

product. Use them!

No. 7:

ADD VALUE TO

YOUR PRODUCT

Part II:

The Messages

1. General Messaging

1. Power Parts Messaging

2. Constuction Messaging

Part III:

How to make best use of airpop®

1. BASIC IMPLEMENTATION

this chapter gives examples on how to make use of the logo and of the

key visual.

the tools can easily be implemented with low costs by every member of

the airpop community, national associations or individual companies.

the target of the basic implementation is to increase the visibility of

airpop® in the market.

NECESSARY TOOLS FROM THE TOOLBOX

LOGO available in different color variations

KEY VISUAL

MANIFESTO

ICON

POSTCARD & POSTER

& STICKER available in different variations

BROCHURE

PRESS RELEASE

TELL THE PRESS ABOUT airpop®

GIVE REGULAR UPDATES ON THE PROGRESS OF

airpop® TO THE LOCAL INDUSTRY

TELL THE airpop® STORY ON YOUR WEBSITE

REPLACE THE WORD EPS WITH airpop® ON YOUR

WEBSITE

CO-BRAND YOUR WEBSITE BY INTEGRATING THE

LOGO AND THE KEY VISUAL

PUT A LINK TO THE MANIFESTO MOVIE ON YOUTUBE.

ALSO LINK TO WWW.AIRPOP.COM

MAKE THE BROCHURE AVAILABLE FOR DOWNLOAD.

MAKE THE PRESS RELEASE AVAILIABLE

CO-BRAND YOUR CONTACT DETAILS BY INTEGRATING

LOGO AND KEY VISUAL AND A LINK TO THE

MANIFESTO VIDEO ON YOUTUBE

CO-BRAND YOUR COMMUNICATION BY PUTTING

LOGO AND ON

first page

second page

INTEGRATE LOGO AND KEY VISUAL IN YOUR

NEWSLETTER

INTEGRATE LOGO AND KEY VISUAL IN YOUR FACT

SHEETS OR PRICE LISTS

CO-BRAND YOUR TRUCKS

CO-BRAND YOUR CARS

EMBOSS YOUR PRODUCT WITH airpop®

PRINT airpop® ON THE PACKAGING OF YOUR

PRODUCT

BRAND YOUR GIVE AWAYS, SUCH AS UMBRELLAS,

USB-STICKS, POCKETBOOKS OR GIFT BOXES

… LAST BUT NOT LEAST: SET A GOOGLE ALERT

„AIRPOP“, DOCUMENT THE RESULTS AND SHARE IT

WITH THE BRAND MANAGEMENT

2: ADVANCED IMPLEMENTATION

This chapter gives examples on how to make use of the airpop visual

style and of the airpop® in your individual communication instruments.

You will need assistance of a professional graphic designer to best adapt

these ideas to your corporate identitiy or product.

The targets of the advanced implementation could be to to add value to

your products, to differentiate from your competitors or simply to

increase the visibility of airpop® in the market.

NECESSARY TOOLS FROM THE TOOLBOX

LOGO available in different color variations

KEY VISUAL

MOTIFS

MESSAGES

MANIFESTO

MOVIE

EXHIBITION

CONCEPT

„We have to confess:

since 1952 our industry

sold you nothing but

air.“

TRANSLATE THE WEBSITE www.airpop.com TO YOUR

LOCAL LANGUAGE

TRANSLATE THE MANIFESTO VIDEO TO YOUR LOCAL

LANGUATE (EXISTING LANGUAGE EN,D,PL,NL)

Thanks to: IK (D)

USE airpop® FOR YOUR INDIVIDUAL COMPANIES CO-

BRANDING; SUCH AS BUSINESS STATIONARY

Thanks to: IK (D)

USE airpop® FOR YOUR INDIVIDUAL COMPANIES CO-

BRANDING; SUCH AS PRODUCT IMPRINTS

USE airpop® FOR YOUR EXHIBITIONS AND TRADE

SHOWS

USE airpop® FOR YOUR EXHIBITIONS AND TRADE

SHOWS

PLACE CHAIRS IN YOUR EXHIBITION BOOTH

PLACE BEANBAGS IN THE EXHIBITION‘S RELAXING

ZONE.

HOSTESS WITH BALLOON FOR THE EXHIBITION

BOOTH OR FOR A PRESS EVENT

Thanks to: IK (D)

USE airpop® MESSAGES AND MOTIFES IN

ADVERTISEMENTS

USE airpop® MESSAGES ON YOUR PRODUCTS

USE airpop® MESSAGES FOR YOUR PRESS WORK

LAUNCH airpop® WITH AN ADVERTISEMENT IN A

REGIONAL NEWSPAPER

3: PERFORMANCES

This chapter gives you ideas on performances to promote airpop®.

These activities will raise the attention of a large audience. So, they need a

good planning. Have a proper plan on what you want to archieve. Elaborate

a clear message. Present it professionally. Be prepared that your audience

challenges you. Have good answers in place.

The targets of performances are to raise awareness for airpop® and to

give answers to relevant questions.

RENOVATE A KINDERGARDEN WITH airpop® AND

INVITE THE LOCAL PRESS

ORGANIZE OPEN DOORS IN AN airpop®

CONVERTING COMPANY IN YOUR AREA AND INVITE

THE LOCAL PRESS AND POLITICANS.

PLACE AN IGLOO MADE OF airpop® WITH AN ICE

BLOCK INSIDE YOUR NATIONAL PARLIAMENT

This is the documentation of a performance by CasaClima Network Lombardia from 09/2014-

10/2014. A similar performance on a European level by airpop N.A.‘s is feasible.

QUESTIONS?

LET ME KNOW: a.schaefer@airpop.com