January 17, 2012
We were nominated as finalists with our client Celotex in the Construction/Engineering/Manufacturing category at the CIM (Chartered Institute of Marketing) Marketing Excellence Awards 2011.
Our highly strategic marketing campaign was developed to coincide with the Government’s 2010 revision of its existing Building Regulations to reduce CO2 emissions by 25 percent.
Celotex wanted to use the campaign to convey its long-implemented, and therefore marketing-leading, adherence to these new standards. The objective was to achieve first mover status, inject value, create brand equity and bring product innovation and differentiation into the category through a new campaign.
The nomination recognised a creative and integrated campaign which realised all its financial measures including achieving a two percent market share gain and first mover status, as well as positioning Celotex as brand-leading provider, thought-leaders and category champions (results measured by an independent research company).
While we didn’t win (this time!) we had a great night and were delighted to be pitched against the likes of Rolls Royce, BAM Nutall and Marshalls plc.