Shortlisted in four categories at the 2022 Construction Marketing Awards

Best Digital Campaign – Alpha Heating
Best use of Events & Live Marketing – Valspar Trade
Best Branding & Positioning – Purdy
Agency of the Year – CIB

Clients continue to trust in our in-depth industry knowledge, honest advice and creative flair to devise bespoke marketing campaigns that deliver clear results, as can be seen with our shortlisted client entries below.

Alpha Heating – Feels Like Home campaign

Following the success of its first homeowner focused ‘A Real Boiler’ campaign in December 2020, Alpha again called on CIB to develop a campaign that would have real impact. The ‘Feels Like Home’ campaign heavily utilised digital channels including online video, paid-for and organic social media, a new campaign landing page and engagement with social media influencers.

The campaign aimed to reach homeowners to raise awareness of the Alpha brand. By doing this, the ultimate objective was to support Alpha’s installers by inspiring confidence in Alpha as a recognised boiler brand and drive an increase in sales.

The campaign achieved:

• A 70% uplift in website traffic Oct-Dec compared to a 40% YOY uplift Jan-Sep 2021 and Jan-Mar 2022.
• More than 12,300 page views for the landing page between the launch and mid-January.
• Over 16,100 views of the advert on YouTube in the first two months.
• 503 ‘Feels Like Home’ consumer competition entries.
• 20,800 impressions on campaign social media posts

Valspar Trade – Colour Workshop campaign

How do we engage with the next generation? It’s a question faced by many within the construction industry. For paint manufacturer Valspar Trade, the answer was to launch a tour of colleges that would educate and inspire painting and decorating apprentices.

The Valspar Trade College Tour arms apprentices with knowledge and confidence to work with colour. The session includes the basics of colour psychology and theory; tips and techniques; how quality paint is manufactured and its impact on results.

There were clear KPIs: a target of 10 colleges to visit in the Summer of 2022, to engage with 100-150 students and achieve a 15% sign up to its ‘Perfect Match’ community. The tour has taken place at 9 colleges and engaged with 174 students with glowing feedback. The target for Perfect Match signs ups was exceeded, reaching 25% and a further 11 colleges are being booked.

Purdy – Inspiring the Next Generation campaign

The Inspiring the Next Generation campaign was developed to connect with the Purdy heartland and introduce new customers to the brand - with a narrative that beautifully aligned with Purdy’s brand values. The theme of the campaign was to champion professional decorating – differentiating it from trades that ‘can paint’ – and inspiring the next generation to join. The target audience was also consistently reminded of the difference good quality brushes and rollers make to achieving a high-level finish.

Core to the campaign was a series of 12 videos, which featured experienced professionals as well as current and former apprentices. The videos were hosted on Purdy’s Facebook page and amplified via social media advertising. Alongside this, the Purdy Mentor of the Year competition was developed to directly engage with trainees and new entrants.

The countdown is now on for the Gala Dinner on 1 December and we look forward to raising a glass with our clients, industry friends and competitors alike.

View the full CMA shortlist here.