Equilibrium helps to transform forestry giant TFS Corporation into luxury brand Quintis

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EQU_Quintis_BLOG_1.jpgThe world's largest Indian Sandalwood grower, ASX listed and WA-based TFS Corporation was re-launched in March as Quintis as part of a broader push to penetrate diverse global markets.

Digital agency, Equilibrium was engaged to drive the company's digital transformation from "forestry giant" and bulk commodity supplier, to exclusive, global provider of this rare "super ingredient".

Equilibrium was appointed to bring Quintis to life through web, social and content strategies. The agency's Head of Digital, Stephen Dodge, said the digital piece of the re-brand plays a pivotal role in communicating the wider business transformation.
"This kind of sophisticated and consumer-driven rebrand takes the former TFS Corp out onto an all-new frontier: from industry, to global luxury, a 'brand' ingredient for new and traditional markets. Most premium sandalwood is illegally harvested from forests in south India and as a result, wild sandalwood trees are today endangered; we're faced with a global shortage of oil and timber, and an explosion in counterfeit product. This is the Quintis hook: the rich legacy of producing the highest quality sandalwood album, sustainably, legally and authentically, and in Australia's north west. What a story!

"Thematically, we developed this narrative across digital touch points so as a whole, Quintis represents what TFS has become in the market: the most premium and sought after tropical hardwood in the world," he said.
 
The new website leverages content and rich visual storytelling to position Quintis as industry- and thought leaders where sandalwood album is concerned.

As part of the content strategy, Equilibrium scripted a two-and-a-half minute video: an introduction to Quintis. Shot by Melbourne's Kintaro Studios, it features brand ambassadors Adam Gilchrist and Daniel Ricciardo and communicates the brand story.

Equilibrium is continuing to partner with Quintis to drive the new brand's positioning and international market penetration using industry leading marketing automation platforms.

Equilibrium's Inbound Marketing Director, David O'Donnell, said for serious players and market leaders, marketing automation platforms promise unrivalled efficiency, control and intelligent marketing in strategic markets.

"For Quintis, we will be taking full advantage of digital marketing platforms to get the new brand in front of the right global audience of consumers and investors. This has been a particularly rewarding project for us: from the practical processes, through to the creative complexities, marketing execution and account operations. It's also particularly special because TFS Corp is a uniquely Western Australian brand and, as Quintis, is well positioned to take on the world and effectively deliver against this persona as a rare and sophisticated ingredient brand.  We look forward to working with them on an ongoing basis," he said.

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