Polypipe approached SLG with a clear objective – to help launch its new range of smart controls for Underfloor Heating systems to sceptical trade customers and consumers. Polypipe prides itself on its innovative, high-quality controls and the even, comfortable warmth that its Underfloor Heating systems provide. However, market research revealed a large number of consumers held misconceptions about underfloor heating for their homes, with many believing that the systems are only suited to certain rooms and areas, rather than the entire house.
A concept that showcases the simplicity and accessibility of Polypipe’s new Smart Controls and Underfloor Heating systems and how they can be integrated into any area of the home. A concept that was relatable and easy to grasp. Child’s-play
The campaign centred around a family home re-imagined as a scale model or dolls’ house, featuring a cross-section of the building to illustrate whole-house benefits and the adaptability of the smart controls and the underfloor heating system.
As well as a digital house – which featured in both the trade and consumer press, as well as on social media – SLG created a dedicated landing page, allowing tradespeople and consumers to explore a digital recreation of the house, interacting with various elements to discover the systems’ benefits.
To bring the campaign into the real world for trade exhibitions including Grand Designs Live and Homebuilding & Renovating, SLG did just that, building a physical recreation of the house. This gave visitors the chance to get a chance to experience the concept hands-on. The outcome was a campaign which not only captured potential customers’ imaginations, but met the brief, bringing together a number of systems and applications into one easy-to-understand campaign.