CATEGORY 2: Best integrated B2B marketing campaign
SPONSORED BY
WINNER: Rockwool
AGENCY: IAS Smarts CAMPAIGN: ‘4 in 1’
he UK’s leading manufacturer of Online delivery questions were emailed to each member of the
T
stone wool insulation,Rockwool, A targeted poster campaign,direct mail and group.A dedicated website was developed and
provides thermal,fire and acoustic website were created.As over 50 per cent of the became the centre of the activity.
insulation using natural products.The target audience was known to prefer sourcing The external target audience of 8000
audience – builders,architects,consulting information online,with around 40 per cent architects were divided into groups of 1000
engineers and contractors – were aware of the preferring to receive information via email, ‘gold’and 7000 ‘silver’.The ‘silver’architects
brand but only recognised some of its potential. electronic communication became a vital part. were sent weekly mailers while ‘gold’architects
Previous legislation,which favoured foam For staff,a ‘Red letter’competition received a launch mailer consisting of a box
insulation manufacturers,was being reinforced the new brand positioning by
containing a piece of diabase rock,a natural
superseded by new regulations encompassing carrying four key messages with posters and
material used in manufacturing,plus details of
fire risks,environmentally friendly postcards sent to each employee’s home
its source and the competition.The prize,a
sustainability and protection against noise.The address.They illustrated one of the four
voyage to Hawaii,emphasised the Rockwool
market needed to consider aspects of insulation competencies – thermal,fire,acoustic and
connection as the island was where the rock
other than whether it keeps heat in. sustainable.They were encouraged to find three
was first found.
The essence of the campaign was to change colleagues each of whom had received a
the perception of Rockwool from a firm of postcard carrying a different competency.The
Take it outside
traditional mineral wool specialists to one that teams of four made the set of ‘4 in 1’and
Outdoor ads consisting of 48-sheet posters
sets the standards for insulation in the future. gained the chance to win a prize.Postcards
were placed according to head office locations
Several groups of likely targets were were strategically arranged so individuals had
of top London architects.They remained there
selected with the launch programme, to mix with others outside their departments to
for the duration of the campaign.
concentrating on 8000 architects make up a set of four.
After the campaign had ended trade
plus 400 employees Staff were encouraged to enter team details
advertising was continued in core press titles to
at Rockwool. online.Teams had to answer one question per
embed the new brand positioning and
week for four weeks to gain access to the
emphasise the superior 4 in 1 offering.
Vault on week five where the final
With the campaign generating 209 new
question was posed.
contacts,Craig Bligh,marketing director of
Direct mail was complemented and Rockwool UK,says,“Six months in and
supported by email messages with a through hard work and strong collaboration
link to the website for registration. [with IAS SMARTS B2B] we have distilled
Once a team had registered,emails our brand strategy,have a segmented approach
informed members of their personal and an exciting new brand proposition to
details.The subsequent weekly communicate to our complex market.”
RUNNER UP: Canon UK
AGENCY: Tidalwave CAMPAIGN: ’Diet’
he objectives of this campaign were to Integration To date,the activity has generated over
T
educate the audience about how much The integrated campaign was made up of a 1200 leads amounting to a revenue pipeline of
they were paying for colour on combination of email,low value and high £7,296,000,predicted to convert to
existing desktop laser printers and demonstrate value DM pieces,online advertising and £2,188,800 in sales.Amy Budd,head of CBS
the cost savings by deploying a balanced print sales incentives.Activity was planned over a communications at Canon,says,“The strategy
strategy.By this,Tidalwave aimed to encourage five-month period to continue reinforcing has far surpassed previous campaign results.
customers to formalise a print strategy and the message and ensuring prospects would We have seen a 16 per cent response rate on
encourage consideration of Canon’s new colour be targeted several times with multiple the jellybean mailer which is unheard of.”
multifunctional printers (MFPs).The target touch points.
audience was 35,000 IT managers and finance It was launched with a teaser email to
directors in medium-sized organisations with 35,000 contacts followed by a 2D jellybean-
100-500 employees. covered mailer.The top 5000 target customers
The campaign needed to make a splash.The also received a 3D mail pack containing jelly
solution was to use the analogy of diet.Desktop beans in 50 flavours to test their willpower.The
lasers were ‘high calorie’and users were concept of ‘Diet,’was emphasised by punning
encouraged to employ a healthier print strategy weight and cash (£s and lbs).
incorporating ‘lower calorie’MFPs.The key Four versions of the online banner also
proposition was the message,‘all things drove the audience to the site.In addition,a
in moderation’. game encouraged interaction.
8
For more information on the winners, go to www.b2bm.biz/awards
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44