The Headline Demonstration
Demonstrating the benefits of the easy-to-install Rehau Awashaft using nothing but clever typesetting.
The Thinking: Underground maintenance shafts are traditionally made from concrete — slow to install, skill-intensive, and dependent on multiple trades working in perfect sequence. Awashaft is a prefabricated, drop-in, polymer alternative that eliminates all of that. We demonstrated those benefits to a specialist B2B audience with no production budget, no location shoot, and no talent — just clever typesetting that made the product's advantages impossible to miss.
My Role: Concept Development, Content Strategy, Copywriting & Messaging
No Production Budget
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Conceptual B2B
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No Production Budget — Conceptual B2B —
The installation of traditional maintenance shafts requires an array of skilled tradespeople, including both builders and concreters, working in sequence. This means work stops while one trade subs in for another, which costs time and money.
Our typesetting demonstrated how frustrating those unnecessary stops are, and explained how Awashaft avoids them.
The concrete used in the installation of traditional maintenance shafts takes days to cure. This creates a massive gap between when the concrete is poured and when work can continue.
Our typesetting demonstrated how annoying those gaps are, and as before, explained how Awashaft avoids them.
The installation of traditional maintenance shafts takes days, as laborious concrete moulds are built from scratch and concrete must be allowed to cure.
Once again, our typesetting demonstrated Awashaft’s advantage.
