CASE STUDY: 'Challenging Tradition' runner up for Best use of creative for Polypipe Terrain
Polypipe Terrain makes plastic piping for plumbing, heating, drainage and waste applications. The aim of the campaign was to persuade those in the industry to move away from traditional metal pipes in favour of plastic alternatives. Experience shows that once a contractor has tried to plastic system, they rarely revert to using metal.
Each message was selected for its ability to convey one of the three most powerful and relevant messages to address problems with metal piping experienced by the target audience: speed of construction, theft and health and safety.
The messages were aimed at a potentially very wide target audience, ranging from architects and specifiers through to the more specialist end of the market where building services managers and contractors are very influential.