Quelfire. It was our job to get them noticed.

Client

Quelfire

Services

Strategy
Creative
Digital

The Challenge

More than ever, firestopping in buildings, especially multi-occupancy buildings, is vitally important to get right. As a leading manufacturer and supplier of firestopping solutions for service penetrations in buildings, Quelfire is within a difficult market – not only within a competitive sector, but in an area where regulations and compliance are paramount. Quelfire needed a vehicle which enhanced its visibility, engagement, and recall credentials.

The Solution

Quelfire prides itself as a highly ethical company that strives to achieve compliant firestopping designs and installations. SLG worked with Quelfire to identify an opportunity for the business to differentiate itself from the rest of the sector, unpicking any confusion and misunderstanding around industry regulations, and to drive necessary culture change. Key differentiators included technical expertise, testing, and significant educational benefits.

SLG went right back to brass tacks, undertaking research on the current market conditions and competitor analysis. SLG also conducted extensive audience analysis through a series of stakeholder interviews. This allowed us to challenge the initial brief from the client.

The research, which consisted of in-depth interviews with representatives of Tier 1 contractors, firestopping contractors and architects revealed four key themes that would inform the creative process and the development of the wider digital campaign execution. These included Responsiveness, Education, Testing, and Sustainability.

Through SLG’s creative effectiveness process applied to the research and the brief, we were able to position Quelfire as a challenger brand within the industry – emphasising that with the convictions of the Quelfire team and the evidence from the research that there is an opportunity to drive real industry reform.

With the lack of knowledge in the sector, Quelfire’s technical expertise and testing credentials became the focus of the creative.

We developed the “Because it’s your job to know” concept, emphasising who holds responsibility in ensuring fire safety, while also positioning Quelfire as the trusted brand – an educator that proves its expertise through testing, important insights to how products should be installed, technical expertise, and education. The concept firmly engages Quelfire’s audience in realising that they too have a responsibility to do the right thing – and Quelfire is the team to help them do it.

The creative concept was refined and finalised with rigorous evaluation and focus group testing.

Quelfire LinkedIn image 1
Quelfire LinkedIn image 2

The Result

Since the campaign’s launch in April 2024, more than 700 downloads of the white paper have been generated. As a reminder, we were tasked with driving circa 200, and so delivered 250% beyond expectations.

700

white paper downloads, up from 200, accounting for 68% of total leads.

28

CPDs nearly 200% more than the expected 10.

810,000

impressions on LinkedIn, with 1,700 clicks from Google Ads.

31.42%

CTR significantly above industry norms, reflecting highly relevant ad content.