Ceiling is believing

Minster, the leading supplier of insulation, dry lining, render and partition materials recently approached us for help on a new campaign to promote its ceilings offering, of which many customers were not fully aware.

Despite strong specialist technical knowledge, a broad product range from leading manufacturers and nationwide coverage, many customers don't immediately think Minster when it comes to their ceiling requirements with the business more historically associated with insulation and drylining. We were therefore tasked with creating a brand awareness campaign that would position Minster as one of the go-to suppliers for both standard and specialist ceiling solutions.

With Minster already offering all the support, service and products that contractors require, it became clear that the creative simply needed to highlight this in the most impactful way. To achieve this, we developed a campaign using simple language to deliver a positive message about Minster and its ceilings offer.

The bold typographic concept made use of the company's brand colours, with headlines that cleverly communicated the strength of its range while leveraging the power of the ceiling brands it stocks.

We also formulated the campaign sign-off line “There’s no ceiling to what we can achieve together” to underline the value of partnering with Minster.

To extend the campaign into other channels the team also created:

  • Visual assets for Minster’s website to highlight the dedicated ceilings section
  • Banner ads for the Spec Finish website promoting the range
  • Dedicated emailers
  • A range of social media assets and animations using the same creative concept.

For Minster’s social channels, we developed a secondary more quirky creative featuring a giraffe designed to grab people's attention in a fun memorable way.

Taking this a step further, we created a fake 3D animated post for LinkedIn and Facebook where the giraffe’s head appears to break the confines of the post – guaranteed to stop people as they scroll through their feed.

The campaign was a great success delivering a strong ROI with a measurable increase in enquiries and sales of its ceiling ranges. In fact, during the campaign period, Minster recorded a sales uplift for the ceilings manufacturers products of between 6% and 18%.

“We are very happy with the results that stemmed from the ceilings campaign that CIB worked with us on. A fully integrated campaign, featuring online and offline tactics was developed as a result of us working closely with Nick and the team. Both professional and knowledgeable about our sector and customers, CIB are able to easily interpret our brief and objectives and would come highly recommended from ourselves.”

Helen Tunnicliffe, Head of Marketing, Saint-Gobain Contracts Division

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