FSi Promat has won Marketing Campaign of the Year at the recent ASFP awards for its ‘Every Clad Needs a Silverliner’ campaign.
Supporting the launch of FSi Promat’s Silverliner Open State Cavity Barrier 5 (OSCB-5), which provides critical passive fire protection that can prevent a fire, and the heat generated by it, from spreading for 90 minutes, the campaign reached more than half a million people.
Highlighting the importance of having adequate passive fire protection in building facades, the campaign raised awareness of the advantages of intumescent edge technology and its ability to reinstate lines of compartmentation in the event of a fire.
In turn it highlighted the range of solutions FSi Promat offers to protect facades; manufacturing cavity barriers that provide 30 minute (EI), 90 minute (EI) and 120 minute (EI) solutions.
With a modest budget, the campaign generated a £500,000 sales pipeline, delivering a 23:1 return on investment.
In recognition of the success of the campaign, which included storytelling techniques, eye catching visuals, and a multi-channel approach through traditional and social media, the company was presented with the award at the recent ASFP awards.
Emma Taylor, marketing manager at FSi Promat, said: “As the fire protection and construction industries navigate a time of change, clear and reliable information is essential.
“The ‘Every Clad Needs a Silverliner’ campaign aimed to capture attention with a memorable headline, whilst providing peace of mind through compliant and reliable solutions that address the very real threat of fire in the built environment.
“Ultimately the campaign helped to raise awareness of the need to specify and install the correct level of passive fire protection to ensure the safety of buildings.”
Mike Ward, managing director of ASFP, commented: “The Silverliner campaign stood out as a fantastic example of how to promote the need for the highest standards in passive fire protection while also conveying a technically complex message in an engaging way that has delivered excellent results.”
