Eurobond

Highlighting a burning issue

  • Objectives

To stimulate architects and designers to question their knowledge on fire performance — when they next came to specify a system — and to drive them to Eurobond when fire performance is key. To put the record straight about the relative fire performance of alternative composite panel systems: only those panels manufactured with a non-combustible core truly limit flame spread in the case of a fire

  • Target Market

Architects and building designers across public and private sectors

  • Method

A strictly focused campaign (run in tandem with a hard hitting advertising campaign) solely concentrating on the combustible vs non-combustible core debate, including placement of nine feature articles, complemented by a series of strategic news releases and case studies, within the target media.

  • Results

The PR coverage achieved over 2,500 single column centimetres — all focused on the key message. The joint PR and advertising campaign resulted in 15% increase in sales from the previous year. Manufacturers of composite panels manufactured using a rigid foam core withdrawing advertisements in relation to fire performance (and re-focusing promotional activity away from the issue).