Instructional videos for Europe’s largest roofing manufacturer

Redland is part of BMI Group, a combination of Braas Monier and Icopal, and the largest manufacturer of flat and pitched roofing and waterproofing solutions throughout Europe. The iconic Redland 49 that ‘rebuilt Britain after the war’ remains a top seller, along with an extensive range of other UK-manufactured products, including award-winning artisan tiles, sustainable slates and innovative roofing accessories.

Having already identified video as by far and away the best way to communicate to their audience of roofers, architects, specifiers and merchants, Redland talked to TW about injecting new life into their existing video library. Starting with the creation of a series of How-to tutorial films, we were also asked to repurpose and enhance a range of existing product videos to align the brand.

What we did

Our team is always ready to learn new skills but ‘how to tile a roof’ hadn’t come up on our wish list before. Immersing ourselves with the in-depth knowledge shared at Redland’s training centre, we soon became fascinated by bonding gutters and Kro clips!

We created scripts and storyboards for each video and art directed our camera crew to shoot the training rigs and clearly demonstrate best practice roofing. The 10 how-to videos focused on a selection of Redland key products and featured safety-critical installation as well as highlighting key sales and marketing areas. We married essential technical terms with easy-to-grasp instructions, along with a personable and engaging tone of voice. Our scrupulous post production of the video series made sure highest both film quality and brand consistency was met.

The results

These informative, yet upbeat films are a huge departure from the previous videos. Angela Pitout, Redlands Sales & Marketing Manager (Components) commented:

“System oriented. Clear component illustration. Great looking product. Easy-to-follow. Not too wordy. I love this!”

Plans are underway to complete the next phase of work to ensure the Redland back catalogue is consistent and aligned to the brand.