SFS intec

Airtight Security+

Summary

SFS intec is a world leader in the manufacture and supply of fasteners and ancillary products to the construction industry. Changes to PART L legislation (carbon emission reduction in buildings) have created a growing emphasis on the airtightness of buildings. IAS developed a refreshing and engaging creative concept that cuts through the traditionally mundane fastener, sealant and ancillary communication world.

Further Information

SFS intec’s core product offering is austenitic stainless steel fasteners. They offer architects, designers, consulting engineers and contractors a proven commitment to product quality, innovative ideas, sound technical solutions and efficient service.

Within the UK, buildings contribute 44% of total CO2 emissions. A government carbon reduction target of 20% by 2010 has forced the construction industry as a whole to look beyond the traditional methods of reducing emissions. PART L regulations used to impact more on the manufacturers of materials such as insulation and composite panels. However, although contributing only 3% of total build costs, the correct fastener and ancillary product selection can have a dramatic influence on a building’s compliance with regulations. Staggeringly, the decision making on such products and services only commands a low level of engagement and interest.

Campaign Objectives

• Become the authority on the issue
• Create an online community
• Use innovative/integrated communication channels
• Create cut through
• Building stronger relationships with a segmented audience
• Generate hot leads for the sales team

Target audience

• Specifiers
• Contractors
• Property Developers

Through client consultation these 3 key audiences were geographically prioritised by looking at SFS intec sales regions. Specific job titles were also targeted to maximise the budget and ensure the campaign was efficient and effective.

Creative Concept

With a creative proposition of ‘time to tighten up’ the concept dramatised the hidden dangers of leaking air. A fear, uncertainty, doubt strategy was adopted due to the lack of market engagement on the products, services and issues in question.

Media Channels

Microsite
This was the centre of the campaign with all marketing channels including Trade PR directing key audiences to a bespoke online portal. The microsite worked hard to get the message about airtightness across to all the key people in the industry. It highlighted the issues facing everyone involved in the construction of a secure building envelope and was also intended to help ensure that end user clients understand the benefits of a better quality fastening system. For the first time, all the relevant information was available in one place at the touch of a button.

Direct Marketing (Hard Copy)
The Direct Marketing maximised the use of the campaign imagery with A3 personalised posters targeting the three key audiences. The direct was designed to launch, stimulate interest in and raise awareness of the new microsite. Messaging had to be hard hitting to command any mind space and therefore focused on hard facts surrounding air leakage. Copy was short and concise with the objective of getting recipients online to find out more.

Direct Marketing (E-mail)
The e-mails provided additional, compelling information on the importance of guaranteeing the building envelope is airtight. Three segmented versions were developed with a direct link to the microsite.

PR
The whole campaign was supported and driven by the PR programme to keep up momentum and ultimately maximise the budget.

Results

4966 contacts targeted with 19% of emails opened against those delivered. The website received 634 distinct visits and generated 9 hot sales leads to request CPD seminar sessions. 168 people viewed the online Air Test video and there were 657 literature downloads

Client Testimonials

“With an objective to stretch our brand offering and take the high ground on issues within PART L of Building Regulations, it was essential that our new campaign achieved this in a segmented and creative way. The new campaign images provided us with the ideal execution in terms of bringing the strategy to life – a dynamic way for SFS intec to raise the awareness and take ownership in the significance and importance of fasteners and ancillaries in relation to PART L compliance. Implementing prioritising targeting and communicating down preferred communications channels (hard copy or e-mail) facilitated a more meaningful and relevant dialogue with our market.”

Peter Hamby, Applications Manager