PDS was able to help this iconic heritage brand from the construction sector to celebrate an important milestone with a campaign aimed at housebuilders and builders’ merchants.
About the client
The company is one of the largest manufacturers of building products in the UK. The company employs around 2,000 people across its network of manufacturing sites, producing a wide range of materials including bricks, blocks and paving.
The company’s brands enjoy a long pedigree and have developed a broad customer base amongst builders’ merchants. The company manufactures a wide range of trusted products that are used extensively throughout the construction sector.
The challenge focused on celebrating the 140th anniversary of one of the company’s most iconic brands. Historically this iconic brick was used in the construction of approximately 23% of England’s housing and has helped in the construction of many landmark buildings. Today, it is widely used in the residential renovation, maintenance and improvement market.
The company approached PDS with a brief to develop a multi-channel marketing campaign designed to mark the 140th anniversary. The marketing team wanted PDS to deliver all elements of the campaign to ensure quality and consistency. They briefed PDS to design, create and deliver a compelling campaign to meet their strategic marketing objectives.
PDS were also required to produce a wide range of print items and co-ordinate the logistics for over 1,000 consignments of materials for each merchant depot.
PDS carried out in-depth research into the business, the heritage brand and its target market.
Against a tight deadline, PDS built a proposition encompassing a through-the-line campaign designed to deliver against the objectives. Builders were encouraged to enter a prize draw to win a £5k holiday plus hundreds of other prizes. They were also invited to become brand ambassadors for the product by uploading photos of their building projects online. Merchants were incentivised to encourage participation with their own reward scheme based on revenues and engagement.
Tactics included inventive point of sale materials, a range of branded merchandise, and a high-profile advertising campaign that included online and social media elements.
The impact of the campaign was to create increased brand awareness and boost positive perceptions for the brand. This was achieved within a reduced timescale because all the elements of the campaign were delivered by PDS. From the design of the original concept, to the production and delivery of campaign materials and merchandise, PDS was able to oversee the campaign throughout its entire journey.
The team was delighted with the results and said, “Our key objective was to create a stand-out campaign to celebrate an important anniversary for our brand. PDS were able to deliver a choice of excellent creative concepts and delivered the project effectively from start to finish. We continue to receive positive feedback on the campaign from within our networks and very much enjoyed working with the team at PDS.”
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