Firth has enlisted the help of marketing agency Quantum Jump to share their new range of insulation systems, Firth HotEdge®, to help create warmer, drier, healthier Kiwi homes.
The phased advertising campaign, “The Worst Kept Secret”, centres around a series of short films featuring secret interviews with industry personas who blow-the-whistle on the advantages of HotEdge®.
Firth’s Senior Product Marketing Manager, Wade Hargreaves, says, “The Building Code is constantly evolving to improve the quality of New Zealand’s housing stock and the changes to H1 support this.
“Firth has developed a range of HotEdge® insulation systems for slab foundations to assist architects and builders in creating healthier homes for Kiwis. All while helping maintain design integrity and reducing product installation time and costs.”
“Quantum Jump have elevated the product insight for each audience and produced a campaign with intrigue and excitement around HotEdge®,” continued Hargreaves.
“This is a really unique way of getting the attention of the construction industry and letting them know that, with Firth HotEdge®, we’re helping them deliver on design and quality to make healthier homes for their clients.”
Wayne Pick, Creative Partner commented, “Instead of showcasing the product directly, we tapped into the industry’s curiosity about their peers’ covert ability to meet the new regulations, all while maintaining a semblance of design freedom.
“The campaign is themed around relatable personas in the industry who have been exploiting this secret knowledge for the last 5 plus years. Thankfully, they’re just a bit rubbish at keeping it to themselves.”
The video-led campaign rolls out through social, radio, YouTube and direct comms.
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