HotEdge® insulates the edge of a residential concrete slab, where 80% of heat loss occurs. Over five years, HotEdge had failed to achieve acceptable growth, despite changing building regulations meaning reaching an ‘R-value’ insulation target for a home should make it more relevant than ever. Furthermore, the construction industry was down 10-30%. We needed a solution to drive growth, fast.
Our insights told us that architects dream of building without constraint, but felt stuck with NZ building codes constantly evolving and limiting design freedom. For builders, we recognised an opportunity to drive short term sales.
We turned HotEdge into the Worst Kept Secret – the inside scoop industry pros were using to meet R-value targets and unlock design freedom.
A teaser campaign sparked intrigue, leading into a multi-channel push. Short films, secret interviews, and behind-the-scenes reveals drove curiosity and sign-ups, positioning HotEdge as the go-to slab insulation solution.
The teaser campaign sparked intrigue with architecture firms signing up to find out more, without knowing the brand behind it. The first follow up email achieved a 69% open rate and drove huge engagement with the campaign.
Overall results vindicated a disruptive campaign that bucked norms, without showing the product. Sales were up over 40% (in a concrete market down more than 6%), we saw 20% growth in users of digital tools. Website measures of time on site, page views and active users all outperformed targets. ROI in year 1 was 594%.
The success of Firth HotEdge has led to it being awarded an Effie in 2024.
