CIB's longest standing client, RIW, has been delivering its waterproofing products and services to the construction marketplace for over 75 years.
Waterproofing products whilst inconspicuous, are absolutely vital to the delivery of a structurally sound building - they are the ugly stuff below ground that helps keep the most beautiful architectural buildings fully operational throughout the building's lifetime.
Creatively communicating its importance was the challenge and this was achieved through the 'Remember it's Waterproof' campaign which features a series of 12 short videos and two cartoon style animations supported by direct mail, e-communication and a webinar with Building.co.uk
With email open rates averaging anywhere between 20% and 45% and 929 registrants for the webinar (429 watching it live), RIW is a great example of a client who has really embraced digital, moving from traditional print advertising and taking advantage of the lowering cost and engaging nature of video.
The 'Remember it's Waterproof' campaign was 'highly commended' in the 'Best digital campaign' category at the 2013 Construction Marketing Awards.
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“We were looking for a new and impactful way to emphasise our technical expertise, and the Remember It’s Waterproof campaign has more than delivered. Our marketing activity needs to be measurable so digital is the perfect medium for us, bringing results that surpassed our expectations.” - Sarah Patrick, Marketing Manager, RIW