Superwood

Superwood
Superwood is an innovative wood product, which, through the use of new technology is pressure-treated in an environmentally-friendly and sustainable way. Superwood is developed via a research process inspired by a strong wish to create an environmentally friendly alternative to traditional pressure-treated wood. This brand is currently experiencing explosive growth because it lives up to the demands of current trends, demands for a focus on the environment and environmentally sustainable building materials.
The challenge
The goal is to create an awareness of Superwood and the environmentally sustainable advantage it provides to architects, engineers, retailers and end users.

The concept
The concept is to develop a magazine that will profile Superwood as an innovative and environmentally sustainable product, -a product rooted in proud Scandinavian values and traditions.

Our access strategy
In partnership with the client CC Public Relations aims to build up the magazine, as a way of supporting Superwood’s mission of providing knowledge and inspiration for builders, construction engineers and architects. The magazine’s style, register and tone will score a direct hit with this target group. Our focus therefore is to pinpoint and describe cases and feature articles that reinforce the strategy concerning the expansion of the market for the Superwood brand, -and that simultaneously provide information that is so professionally grounded that industry experts will feel that they are receiving new knowledge and inspiration that they can take with them and make on-the-job use of. And that consumers experience as inspiration and use to acquire a preference for the Superwood product.

Results
The magazine is distributed as a pull-out in the architect’s trade newspaper Arkitekten, distributed individually to end users in select neighborhoods and sent direct to a long list of additional interested and relevant parties. Response indicates that the magazine Wood has increased knowledge of Superwood among architects and created awareness among consumers, dealers and other relevant interest groups concerning the advantage of using Superwood in construction projects where environmental issues and sustainability are a concern.