Confidex Sustain is a guarantee that covers the durability of Colorcoat’s pre-finished steel product and makes the steel building envelope carbon neutral.
The campaign aimed to raise awareness of Confidex Sustain and its value among target audiences; secure 30 project registrations within the first year; reinforce Colorcoat sustainability credentials and work with supply-chain partners to deliver a consistent message and achieve deeper market penetration.
The campaign began with a formal launch to supply-chain partners consisting of presentations and face-to-face briefings. All partners added the Confidex Sustain logo to their adverts in major trade journals, as well as to exhibition stands, brochures and their websites with links through to Corus.
A comprehensive brochure, registration form and 46 individual system environmental product declarations were printed and the Colorcoat calendar was used as a platform for key messages. A microsite was developed and offered quick access to download more information.
Advertising was targeted at major construction journals, demonstrating key parts of the offering and highlighting supply chain collaboration.
Seminars held in Manchester, Dublin and London were used to reinforce Corus as the voice of authority. External presenters from organisations such as the UK Green Building Council, talked about sustainability to an invited audience totalling 300. The sustainability theme was carried through with presentations on memory sticks and wind-up mobile phone chargers as giveaways.
Key journals were also briefed about the offer and the sustainability credentials of Corus. As a result, 18 editorial pieces plus local press coverage appeared throughout the year.
Results
The campaign was taken from first concept to launch in less than six months to capitalise on market interest. A total of 73 projects registered for Confidex Sustain within the first 12 months, more than twice the forecast level.
Corus was accepted as the leading industry expert on sustainability and invited to supply five speakers at industry conferences. A leading environmental body also accepted the Corus environmental product declaration methodology as an industry benchmark.
