‘A Turning Point in Building Design’ for Kingspan, by IAS B2B Marketing

Summary

Kingspan is one of the biggest and best known names in building and construction. Dominating 80 per cent of the insulated panels sector, it is synonymous with top quality ‘sheds’ – big practical buildings usually found on industrial estates.

When the construction industry was hit hard by the recession and manufacturers were losing over 40 per cent of their 2007 highs, Kingspan took the bold move to extend its offer to architectural facades.

Its plan was to launch a company that delivers ‘stunning and inspirational wall and roof facades’ – the antithesis of the ‘shed’. This presented two key challenges: firstly, the industry was in a depressed financial state, with stiff competition to win projects. Secondly, the company needed to shake off deep-rooted perceptions held by the ‘snobby’ architectural industry about Kingspan.

Kingspan turned to B2B specialist, IAS b2b Marketing, with the challenge of developing a marketing strategy that would launch the company within a year.  IAS responded with a brand, creative positioning and corporate identity that would take the industry by storm. It developed a fully integrated digital contact strategy to launch the new company with enough force to leapfrog the barriers to success and firmly establish a strong market position.