Brand development and launch into new market

ACMC is a part Chinese Government owned underground pipe manufacturer. ACMC was looking to launch into the Australian pipe market, which for many years has been dominated by an American pipe manufacturing giant, effectively creating a monopoly.

ACMC faced what seemed like some insurmountable issues – a monopoly market, an anti China stigma, a quality perception, even though the product they offered was far superior.

Hiller Creative was engaged to assist AMCM launch into the Australian market,to create a brand that would be taken very seriously and to position that brand in a way that would overcome some, if not all of the issues the company faced.

Over a 12 month period HC worked on research and strategy and designed a strong visual brand that was clearly differentiated in the market. Market research conducted, target audience defined and stakeholders engaged in preparation for full scale launch activity.Creative was developed across all touch points.

ACMC was successfully launched into the Australian market.The launch campaign was so strong that ACMC quickly became the ‘heroes’ of the Australian Pipeline industry, gaining immediate acceptance with its quirky and cheeky messaging.

Within months of launching ACMC won an $80million distributor contract.