Since launching its television, print and new media advertising campaign back in 2006, the Pilkington Activ™ brand has made serious waves in raising its awareness to homeowners across the length and breadth of the UK. Not only has the campaign increased sales by over 360%, but the team behind it (BJL) were recently awarded Bronze at this years IPA (Institute of Practitioners in Advertising) Effectiveness Awards for ‘demonstrating how a broader view and coordinated approach can optimise the impact of all communication channels by targeting the critical stages in the sales chain’.
The IPA Awards are seen throughout the advertising World as one of the most prestigious events of the year and to receive an award is an accolade that cannot be beaten! Competing against some of the best known consumer brands such as Waitrose, computer brand Brother, Weetabix and Coca-cola to name but a few, the Pilkington Activ™ team were delighted to receive Bronze, awarded for their impeccable working relationship with their advertising agency BJL. The Pro-Activ team were able to create and implement an integrated communications plan. This plan raised awareness, confidence and propensity to purchase amongst consumers. It also promoted stronger engagement and commitment from the trade.
“We were up against some very stiff competition indeed!” comments Pilkington Activ™ marketing communications manager Julia Berkin. “We are delighted to be sitting shoulder to shoulder with such major household brands that are engraved into the psyche of the Great British public and indeed the world in some instances. Although our products are not in competition here, it is the skill in which we have put our message to market that is being highlighted…and when you think about how long some of these companies have been doing it, our Bronze award speaks volumes! I want to take this opportunity to thank all parties involved who worked so hard to ensure the success of the Pilkington Activ™ Campaign.