Best integrated B2B marketing campaign - Winner

Best integrated B2B marketing campaign

Winner: Rockwool

Agency: IAS Smarts B2B

Campaign: 4 in 1

The market was changing as previous legislation, which generally favoured foam insulation manufacturers, was being superseded by new regulations encompassing fire risks, environmentally friendly sustainability and protection against noise. The market therefore needs now to consider more aspects of insulation than merely whether it keeps the heat in. Only Rockwool can deliver all four benefits for one insulation.

The existing positioning of ‘firesafe insulation' concentrated on only one aspect of Rockwool's offering, effectively emphasising one specific application at the expense of other possibilities.

The campaign objectives stated that Rockwool should:

- Reclaim the competitive advantage

- Expand understanding of its various applications

- Enhance its customer service

- Stand out as a brand

- Build stronger relationships

- Act as market leader

- Become the voice of the industry.

The essence of the campaign was to change the perception of Rockwool from a firm of traditional mineral wool specialists to one that sets the standards for insulation in the future.