Trust goes further than products alone.
Client
Siderise
Services
Strategy
Creative
The brief
Siderise® is the market leader in the passive fire safety and acoustic insulation industry in the UK, whilst also having a significant presence globally – most recently breaking into the US market. However, with main competitor Kingspan, and a new ‘me too’ product from Knauf, Siderise needed to ‘up the ante’ to ensure the brand was front of mind. It’s been agreed that the most effective route to achieve this would be a TV and/or YouTube commercial.
This is not a product focused piece, it needed to be brand-centric whereby the essence of why Siderise does what it does is powerfully apparent. We took the reason further than the customer, further than their brief, and delivered a message that puts the end user in no doubt that Siderise is the passive firestopping provider to trust.
The solution
Our take on this wasn’t simply to think of how a brand campaign would look or perform, we felt our client would benefit more from us figuring out just how to find that elusive USP that could only be Siderise®.
Shadowing the Operations Team at Siderise HQ in Maesteg, South Wales for a full day unearthed some incredible insight. Confidential information notwithstanding, we gathered important intel surrounding the crucial and unrelenting testing regimen, learned even more about material integrity and at what levels Siderise goes to, to exceed compliance, witnessed the unwavering processes, the gargantuan levels of quality control and maintenance, and the ‘very real commitment. The result? The golden nugget? A simple sign off – on everything, at every stage.
To that end, we set about producing a film about a single worker. Not even when he’s asleep does he stop thinking about quality control and compliance. Only when he’s truly convinced – he is able to sleep at night.
Where next?
The film was produced by SLG and Motus TV. The final edit proved successful for our client and Siderise will be featuring the video on their own site, on YouTube and is poised to feature onother online platforms following a new strategic campaign.
