CREATE
Objectives
- To position Celotex as the thought leaders on the latest environmental and sustainability regulations.
- To encourage engagement and debate around the key technical aspects of the latest building regulations.
- To associate the Celotex brand and their products with expertise and solutions for the latest building regulations.
- To highlight Celotex’s expertise and resources available to specifiers.
The Solution
A multi-platform campaign creating debate on the latest Part L building regulations and their impact to the industry with full editorial buy-in from Building’s team of expert journalists.
The campaign focused on one key aspect of Part L – the death of the cavity wall. It was designed to encourage serious debate and ensure Celotex were at the forefront of the relevant audience’s mind and associated with this topic for a full three month period.
The campaign consisted of
- Pre campaign reader panel research
- Round table
- Introductory feature in Building magazine
- Round table write up feature in Building magazine
- Live debate on Building.co.uk
- Post campaign reader panel research
EXECUTE
Creative design
Our creative team produced a logo, style and artwork that complimented the Celotex brand and identity and held the entire campaign together
Pre campaign reader panel research
In order to provide a benchmark of opinion at the beginning of the campaign a 14 question survey was sent to members of the Building reader panel which looked at understanding of the Part L regulations and awareness of insulation brands.
Introductory feature in Building magazine
- Full page editorial feature in Building issue 17th September 2010
- Introduced the subject of the death of the cavity wall to the Building readership and the questions that it raises
- Promoted the upcoming round table feature and live debate
Round table
- Contacted and invited a select group of industry experts relevant to the debate
- Sourced a top London hotel venue
- Chaired by Thomas Lane, Building assistant editor
- The panel discussed 4 core topics surrounding Part L, energy and renewables
Round table write up feature in Building magazine
- 4 page feature with 2 full page adverts in Building issue 15th October 2010
- Provided an in depth look at the four key topics discussed
- Highlighted key issues of debate and agreement
Post campaign reader panel research
- Identical questions to those asked in the pre campaign reader panel where asked to the Building reader panel
- This results of both pre and post reader panel were then collated to analyse shifts in understanding, perception and awareness as a result of the 3 month campaign
DELIVER
Introductory feature in Building magazine
- Full page editorial article
- Distributed to Building’s 21,000 circulation in print and by digital edition
Round table
Panel consisted of 14 high profile industry experts from key companies including architects, contractors and consultancies and organisations including the NHBC, UK Timber Frame Association, Energy Saving Trust, Concrete Centre, BRE, Zero Carbon Hub
Round table write up feature in Building magazine
- Custom designed and editorially written 4 page article
- Distributed to Building’s 21,000 circulation in print and by digital edition
Live debate on building.co.uk
- 289 registrants
- 108 readers live during the debate
- 75 comments and questions asked
- All registrant data provided to Celotex
- Debate archived on Building.co.uk
Pre and post reader panel research
- 170 respondents with relevant demographic profile
- An average positive shift of 9% in correct understanding of different aspects of Part L and its impact on insulation
- A 12% positive change in Celotex brand recall (compared to an average of 5% positive change for other competitor brands)
- Celotex seen as “more innovative” post campaign
- Percentage of respondents who have contacted Celotex doubled
