Poor cladding fasteners and sealants are a potential killer for construction businesses. SFS intec needed to raise awareness of heat loss issues and offer Airtight Security against the problem. IAS developed a refreshing creative campaign to cut through the traditionally mundane communications and position SFS intec as the market leader.
Regulations covering heat loss and airtightness in buildings
used to impact more on the manufacturers of insulation and
composite panels. However, the correct fastener and sealant
selection can dramatically influence compliance. With a creative
proposition of 'time to tighten up', IAS dramatised the hidden
dangers of leaking air. A fear, uncertainty and doubt strategy was
adopted due to the lack of market engagement on the products,
services and issues in question. A hugely successful campaign
microsite formed the hub of the campaign, with hard copy and email
DM driving traffic online. In total, 4966 contacts were 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.