Catnic
Warming up housebuilders
This memorable and engaging direct mail campaign helped to support the launch of Thermally Broken Lintels from Catnic – a game changer in steel lintel engineering - to the housebuilding market.
Catnic has long been a leading brand in the construction sector with a reputation for superior quality and reliability. Its established portfolio is familiar to many; comprising steel lintels, builders’ metalwork, plasterbead and mesh, SSR2 Roofing and Cladding as well as Juliet balconies.
However, a key moment in Catnic’s evolution was the launch of its Thermally Broken Lintel range in 2016.
Along with a high profile and extensive media campaign, the marketing team at Catnic asked CIB to develop a direct mail to the housebuilder market that would raise awareness of the range as well as key performance and installation benefits.
Catnic Thermally Broken Lintels provide a complete thermal break. It has a BRE-certified energy transmittance Psi value of 0.02 to 0.05 W/mK with no compromise to structural performance. As a result, the range is listed on the BRE Certified Thermal Details and Products scheme.
To deliver this messaging, CIB presented the concept for a thermal mug.
Using Catnic’s recognisable black and orange branding – once filled with hot water the mug would slowly reveal an image of the Thermally Broken Lintel itself, along with key product information, a unique URL and the overarching campaign strapline: Together we’ll build it better.
With an accompanying booklet to outline the detailed technical and performance credentials of Catnic’s Thermally Broken Lintels – the thermal mug direct mail played a crucial role in the products’ overall external launch.
“The thermal mug direct mail was a creative way to communicate that Catnic had added Thermally Broken Lintels to its portfolio – and it cleverly encapsulated the thermal performance message. At a time when the market was overloaded with digital comms, approaching housebuilders with a high quality direct mail was the right execution. Sent in phases to a targeted list of individuals, it made the follow up from our sales team that much easier due to its memorable nature. The thermal mug direct mail from CIB absolutely delivered on the brief.”
- Mike Murphy, Sales and Marketing Director, CatnicMore of our work
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