Establishing expertise in a competitive market
Process
Market research
Concept development
Content creation
Campaign execution
Targeted advertising
PR outreach
Campaign optimisation
The Challenge
Fire-protection specialists FSi Promat were expanding into the facade cavity-barrier sector, but they faced low brand awareness and stiff competition from more established players.
The target audience – primarily building-envelope contractors – often lacked fire-protection expertise. They needed reliable guidance in selecting and installing effective cavity barriers.
The Response
Our ‘Leave No Gaps’ campaign took an integrated approach to positioning FSi Promat as industry experts. The campaign emphasized the critical role of cavity barriers in fire safety, with a fun creative concept that featured actual FSi Promat employees pressing tightly together – in other words, leaving no gaps, just like FSi Promat products.
The integrated campaign spanned print and digital advertising; a targeted LinkedIn campaign; thought-leadership content, including whitepapers; and a PR campaign.
Our omnichannel approach ensured FSi Promat’s messaging reached cladding contractors in the right places, at the right times.