The national advertising and promotional campaign that has resulted in sales of Pilkington Activ™ multiplying ten-fold in just a year and boosting sales for thousands of installers, has been voted ‘Promotional Campaign of the Year 2006’ in the G06 Awards that took place recently.
The Award recognises the efforts of the Pilkington Activ™ marketing team in the development and execution of its £2 million ‘Keep up World’ spring campaign that involved extensive TV, newspaper and magazine advertising, coupled with intensive public relations through key consumer media, and use of the Internet with a special web site. The theme of the engaging campaign highlighted imaginary and dubious inventions and suggested consumers should choose an invention that really worked: Pilkington Activ™ self-cleaning glass. The campaign has been successful in not only driving sales of the product to more than 50,000 metres² per month whilst also providing a welcome boost for thousands of window and conservatory installers.
Matt Buckley, Marketing Director for Pilkington Building Products UK and the man credited with driving the campaign forward, could not conceal his delight as the Award was read out: “Perhaps I am supposed to be very restrained and pretend that I was confident all along we would win,” he remarked afterwards, “But I wasn’t. This is a fantastic achievement for all of us at Pilkington and recognition for the gamble we took and the hard work the internal team and our external agencies have put into this. This has been great fun to work on and comes just as the latest advertising hits the screens and presses… absolutely delighted!”
Ian Spokes, who heads the team of Pilkington Activ™ product specialists in the UK, collected the Award with Matt Buckley: “Being in the front-line I have seen the results of the campaign at first hand and didn’t need any marketing stats to see the difference the promotional campaign has made to our sales but more importantly of course, the sales of our customers. It has come at the right time and the market has really taken to Pilkington Activ™. I might even buy a round of drinks!