Branding & Marketing
To create a campaign and sales materials for the launch of a new black foil fire insulation material. This was to be distributed to potential customers looking for the ultimate fire protection product in the UK.
During briefing we were informed that this unique black foil product from Isover Saint-Gobain would be the ultimate in fire protection insulation in the UK. Our solution was simple: to highlight the product's unique black foil appearance and ultimate protection qualities - and so the Black Ops campaign was born.
We set up a dark, moody photo shoot of a technician in the pose of an SAS black operative in order to represent 'ultimate protection' and replaced the usual Black Ops arms and equipment with a power drill and hard hat! This, combined with various Mission Impossible inspired references, formed the basis for the campaign which included a pre-launch teaser mailshot and website campaign. These contained a countdown to the launch and a call-to-action for pre-registration in order to collect their Mission Pack and find out more.
At the launch there was an animated video, launch website, adverts, product details and a Mission Pack containing various Black Op styled promotional items, product specification details and a product sample. Our pre-launch campaign resulted in a 68% response rate, with post-launch activities including a exhibition stand and 'mission' envelope hand outs. These contained product details and a call-to-action to obtain a Mission Pack and the opportunity to win the latest Apple Watch (in black of course!).
Our mission was definitely a success, and the project was held up as an example of the best integrated launch campaign by the Saint-Gobain group internationally.