Architects love different. So when renowned manufacturer of external insulation, cladding and render systems Sto wanted to launch their unique StoVentec Glass Rainscreen system that combined design versatility and incredible strength to help architects create new visions in glass, they asked Northstar to come up with one of the most original – and successful – campaigns for years.
How we changed architects’
views on glass
A unique installation
For the campaign we partnered with leading architects practice Space Popular, to produce an event held at Sto’s Werkstatt centre in Clerkenwell London that would showcase StoVentec’s versatility and act as an invitationonly attraction to architects. Both campaign creative and event were inspired by the ‘Glass Chain’ letters exchanged between German architects in the 1920s discussing the fantastic possibilities of using glass in architecture
The ‘intelligent funnel’
To maximise ROI, we cast a wide net initially with low-cost press ads, emailers and online ads featuring designs from the Glass Chain letters, with a promise to ‘change your views on glass forever’ and driving traffic to a purpose-built microsite. Then we re-marketed to selected respondents at each touchpoint in the engagement to conversion journey, serving them with progressively more elaborate communications to the most highly-engaged hot leads.
In addition to designing ads, a microsite and producing a video, the campaign got really creative with some of the direct mail pieces. One, for example, used lenticular printing and another a 3D Viewer, to bring about a transformation in the view…
…another featured the video as part of the actual mailer, to make the point even more dramatically.
The client set us a target of finding 100 quality leads for StoVentec – the campaign delivered 270! …another featured the video as part of the actual mailer, to make the point even more dramatically. 866 high quality, actively engaged leads filtered from the initial batch First level of engagement generated a total of 4053 leads 270 prime targets who engaged with us directly, which were then followed up by sales appointments
866 high quality,
actively engaged leads filtered from the initial batch