Introduction

POLOPLAST, an Austria-based leader in plastic pipe systems, set its sights on expanding into the North American market. The company, known for pioneering multi-layer PPR pipe technology in Europe since the 1950s, needed to introduce its brand and products to U.S. audiences for the first time. POLOPLAST engaged Design Hiro to create a North American brand identity and execute a launch campaign that would generate industry buzz and credibility in a new region.

After in-depth market research, our team discovered a key insight: the target industry was craving more education on advanced piping solutions. We built POLOPLAST’s U.S. launch strategy around valuable educational content, positioning the brand as a knowledgeable innovator ready to serve a variety of sectors – from commercial construction and educational institutions to healthcare and government facilities.

Objectives

• Successful brand entry: Announce POLOPLAST’s entrance into the U.S. market and firmly establish the company as an industry leader in plastic piping solutions among target audiences.
• Education-first outreach: Address the market’s knowledge gap by educating engineers, contractors, and facility managers on the benefits and technology behind POLOPLAST’s PPR pipe systems.
• Leverage industry events: Capitalize on major industry events (primarily the AHR Expo) to showcase the brand, demonstrate products in action, and drive interest toward POLOPLAST’s new Houston-based distribution center.
• Build credibility and relationships: Use live demonstrations and expert discussions to build trust in the brand’s expertise, and initiate relationships with potential clients and distribution partners in the initial launch territories.

Strategy & Implementation

• Insight-Driven Planning: Design Hiro began with comprehensive market research and sentiment analysis within the HVACR and construction communities. By monitoring industry discussions and trends, we identified a lack of accessible educational content as a pain point. This insight shaped a launch plan that emphasized POLOPLAST’s role as a thought leader and educator in advanced piping technology.
• Brand Identity & Messaging: We developed POLOPLAST’s North American brand identity from the ground up, ensuring it resonated with a technical B2B audience. Key messaging focused on innovation, reliability, and the company’s decades of European expertise. Every piece of content — from brochures to booth signage — reinforced POLOPLAST’s authority and approachable expertise in PPR piping systems.
• AHR Expo Activation: The 2019 AHR Expo (the HVACR industry’s largest trade show) served as the launch pad for POLOPLAST’s introduction. Design Hiro coordinated an engaging expo presence, including an interactive booth and scheduled events. POLOPLAST’s Business Development Manager joined panel discussions to share expertise, and we organized live product installation demonstrations at the booth. These activities drew attentive crowds and positioned POLOPLAST as an exciting new player in the industry.
• Educational Content Creation: Our team captured extensive photo and video footage from the expo. We produced a series of short educational videos featuring highlights from the panel talks and step-by-step looks at the pipe installation demos. Each video was crafted to showcase a unique advantage of POLOPLAST’s multi-layer pipes (e.g. durability, ease of installation) while keeping the content engaging and accessible.
• Multi-Channel Marketing & Engagement: Post-expo, Design Hiro rolled out the content across multiple digital channels. The video series and launch announcements were shared on POLOPLAST’s website, YouTube, LinkedIn, and Facebook, targeting industry professionals. We actively managed online engagements — responding to comments, fielding questions about the technology, and encouraging conversation. This real-time interaction helped foster an online community and kept POLOPLAST’s momentum going well beyond the event.

Results

• High-Impact Market Debut: POLOPLAST’s launch at the AHR Expo successfully put the company on the radar in North America. The expo events attracted significant foot traffic to the POLOPLAST booth and generated enthusiastic discussions; many attendees walked away with a strong first impression of the brand as an innovative leader in piping solutions.
• Resonant Educational Outreach: The educational video series struck a chord with the target audience. The content gathered a robust viewership across platforms and was widely shared among industry professionals, indicating that our education-first approach met a real need. This heightened engagement not only spread awareness but also positioned POLOPLAST as a helpful authority in the field.
• Credibility & Trust Built: By showcasing real installation processes and having experts speak directly to peers, POLOPLAST quickly built credibility in the U.S. market. Prospective clients commented on and praised the transparency and expertise demonstrated in the campaign, which helped establish trust in the brand’s products and claims.
• Networking and Leads: The launch campaign facilitated dozens of meaningful connections between POLOPLAST’s team and potential clients or distributors. Through follow-ups on expo leads and active social media engagement, the new Houston distribution center cultivated relationships with key contacts who were primed by the campaign’s informative approach.
• Launch Objectives Achieved: Ultimately, Design Hiro met all key objectives for POLOPLAST’s North American debut. The brand was not only introduced to the target market but also gained a reputation as an industry thought leader from the outset. This strong foundation of awareness, credibility, and engagement set the stage for POLOPLAST’s successful growth in the U.S. market.