Exponential growth:How PolyMax achieved a 2,352% YoY increase





The Challenge

PolyPlumb, the well-respected push-fit fitting from Polypipe Building Products, has always been a staple product in the Business’s plumbing portfolio. But with historical competition from Wavin and John Guest, the technical specialists and designers at Polypipe Building Products felt the need to enhance the company’s best seller. Grey provides instant brand recognition, so that wasn’t changing. Instead, this new version introduces joint recognition technology, within a newly designed, sleek, and smoother exterior. To all intents and purposes, the product’s main features are hidden, so we needed something punchy and powerful to push home the benefits.

PolyPlumb V5 2

The Solution

Based on the new creative execution for the static ads, the film for YouTube and online digital platforms shared the typographical styling to create the script. Each benefit and feature text was animated, along with the actual fitting, which featured cutaways showcasing the fitting in action. Complemented by a vibrant and ‘attention-grabbing’ soundtrack, the finished piece looked and felt as up-to-date as the fitting itself.

polyplumb website Scroll

The Result

The ‘take-up’ of the new PolyPlumb enhance fittings was so dramatic, based on social platform click-throughs to the landing page and info video, that Polypipe decided to introduce a white version for more visible domestic installations. Something the brand hasn’t changed for over 25 years.