How the Future Flows: A Bold Vision for Water Solutions

Uponor, a leader in potable water piping solutions, faced the challenge of standing out in a highly competitive B2B space. While the company had a strong product offering, it needed a more engaging way to communicate its value proposition to engineers, contractors, and distributors. The goal was to elevate the Uponor brand, drive awareness and sales for a new product line, and create a compelling narrative that would resonate with both technical and business audiences.  

Through research, we discovered a critical gap in how water system innovations were being communicated—specifically in conveying the idea of a complete, compatible system alongside key benefits such as sustainability, product reliability, and ease of installation. As the market increasingly shifted toward eco-conscious solutions, Uponor was poised to position itself as a forward-thinking industry leader by emphasizing innovation, seamless system integration, and sustainable performance. To leverage this opportunity, our strategy focused on creating an emotional and visually striking campaign that brought Uponor’s value proposition to life. We developed a compelling brand story centered around the theme "How the Future Flows," underscoring the company’s comprehensive potable water solutions designed for durability and reliability. To maximize reach and impact, we also implemented a multi-touchpoint engagement plan that combined paid media, sales enablement tools, and experiential activations. 

We launched the “How the Future Flows” brand campaign to redefine Uponor’s market position with future-focused messaging centered on three key pillars: complete solutions using AquaPEX and ChlorFIT Schedule 80 CPVC, reliable supply and on-time delivery for contractors, and sustainable performance through water and energy efficiency. To bring the campaign to life, we produced a visually engaging and humorous video featuring lemurs in hotel wallpaper, symbolizing the peace of mind that Uponor’s leak-free systems provide. A branded mobile unit toured trade shows and job sites, offering interactive displays and live product demos. To support sales efforts, we created a full suite of enablement tools including pitch decks, brochures, battle cards, technical data sheets, and in-store materials. Additionally, we developed strategic audience personas—Mechanical Mitch, Solutioner Sam, and Business-Minded Ben—with tailored messaging to resonate with each segment across multiple touchpoints. 

The campaign delivered long-lasting value by firmly establishing Uponor as an industry thought leader and the only provider offering a complete potable water solution. It strengthened customer relationships through a strategic mix of storytelling, educational content, and immersive product experiences. Additionally, the initiative resulted in a scalable marketing framework, designed to support long-term success and adapt to the evolving needs of future campaigns. 

At the AHR Trade Show, performance far exceeded expectations, delivering outstanding results across lead generation, channel effectiveness, and revenue impact. An impressive 98% of leads collected were qualified, surpassing the 90% target and highlighting the strength of Gravity Global’s audience targeting and engagement strategy. Even more notably, lead volume more than doubled compared to the previous year, despite marketing product leads increasing by only 15%—a clear indicator of broader marketing effectiveness and reach.

Digital channels played a key role in this success. Paid search traffic surged 450% year-over-year, significantly boosting visibility and capturing high-intent users. Conversion metrics followed suit, with Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) conversion rates hitting 50% in January and 59% in February, far surpassing the annual target of 30%.

In terms of revenue impact, the estimated lead revenue is already tracking slightly ahead of 2024 at the same time, with momentum expected to accelerate into Q2. Additionally, the roadshow program continues to build traction, with 12 training sessions already scheduled, despite minor disruptions due to weather. These results underscore the effectiveness of a tightly integrated, data-informed marketing approach that not only captures leads—but converts them.