Saint-Gobain Isover
The Client
Saint-Gobain Isover is a UK leader in thermal and acoustic insulation solutions designed to provide energy efficient solutions for the building construction industry that give safe comfort for users and help protect the environment.
The Challenge
Saint-Gobain Isover UK wanted to promote its environmental credentials and establish a clear leadership position in terms of sustainable products and processes and overall environmental stewardship.
The campaign needed to be tailored to three distinct channels, distributors, contractors and specifiers, whilst having a overall theme to hold the campaign together.
The Solution
Rare devised an umbrella messaging framework, to apply across all platforms, under the strap line: "Your Environment. It's the nature of our business".
This was first applied to merchant and installer channels using a campaign theme: "3 point plan for environmental sustainability". All the many Isover environmental claims were grouped into the headline themes, each endorsing positive environmental impact: "less materials, less energy, less emissions". Additionally, the 3 point plan incorporates messaging around the three key aspects of the built environment that are impacted by Isover products: thermal insulation, acoustic insulation and fire safety.
The Creative
The overarching theme for phase 1 of the campaign was football, with "3 points guaranteed, every time". Using the Isover corporate colours of yellow and green, we created a friendly, engaging feel to the campaign literature and display materials. Direct mail and merchant branch materials offered installers the opportunity to visit a dedicated web site to win instant footie prizes of Brazil style shirts and mini footballs, and to enter a draw to win a trip to watch a Brazil home game at the Maracana stadium.
The Results
With over 100,000 mailings and leaflets issued, the campaign has boosted awareness of Isover as the sector leader in environmental responsibility and sustainability. Further campaigns are planned to further reinforce this positioning.
