Polypipe came to SLG with a clear objective – to help launch its new range of smart controls for Underfloor Heating systems to doubting 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 that a large number of consumers held misconceptions about underfloor heating, including the idea that the systems are only suited to certain rooms and areas, rather than the entire house.
To showcase the simplicity and accessibility of Polypipe’s new Smart controls and Underfloor Heating systems, we needed to create a concept that would be relatable, and which could show the whole home at a glance.
By re-imagining a typical family home as a scale model, or dolls’ house, we developed a campaign which illustrated the whole-house benefits of Polypipe’s systems, and which would also stand out against the more typical lifestyle-photography lead advertising of its competitors.
As well as a digital house – which featured in the trade and consumer press, as well as on social media – we created a dedicated landing page, allowing tradespeople and consumers to explore the house for themselves and discover the system’s benefits.
And, to bring the campaign into the real world for trade exhibitions including Grand Designs Live and Homebuilding & Renovating, we even built a physical recreation of the house, giving visitors the chance to get a chance to experience the concept hands-on.
By creating the house both digitally and physically, and featuring it throughout a range of collateral, SLG created a campaign which not only captured potential customers’ imaginations, but which made child’s-play of understanding a wide range of systems and applications.