We're very excited to reveal the integrated launch campaign we've been working on for Isover Saint Gobain's new U Protect Black Alu range.
Isover is part of Saint-Gobain group, who are global leaders in the design, production and distribution of materials for the construction, industrial and consumer industry.
By focusing on the products main differences; its ultimate fire protection and innovative black aluminium foil coating, we created the concept for a "Black Ops Mission" campaign.
This was developed into the idea of using a "Black Ops" style mission for the target market to complete. The campaign began by sending out an unbranded direct mail piece and free t-shirt to create an element of secrecy and raise people's interest about why they had received a free t-shirt and what the "mission" messaging was all about. This tease direct mailer led the recipients to a bespoke, fully responsive micro website which displayed a live digital countdown with a release date, further building the anticipation and interest around what this mission was and to look out for their further instructions regards their mission. We maintained interest during the countdown period using a series of e-shots, with one final mail out at the moment of launch. When the clock reached zero the website was updated to reveal the launch video we'd created combined fast paced movement with dramatic music in the style of a Hollywood action blockbuster "Mission Impossible", to further develop the 'Black Ops' theme.
Check it out at: www.blackopsmission.co.uk
The final stage of the campaign was to encourage the recipients to engaged and order a free "Mission Pack". These packs consisted of a bespoke mission pack black box contained a product sample, various branded giveaways included a heat reactive mission mug and the final call to action - "Your mission, should you decide to accept it..."
We had a lot of fun creating the campaign with great results, we are proud to say the launch was a success.
If you want to know any more about this campaign or how we can help you with your next mission please get in touch and we'd be happy to accept it!