BSI
Opening doors to new markets for BSI
A powerful creative campaign for a brand with 100 years of heritage. The big idea at the heart of the campaign showed that the BSI Kitemark is so much more than a mark; it shows the world what you are made of. This campaign not only successfully opened doors in the fenestration industry, but it also smashed targets, all in just 2 months.
Challenge
BSI is the leading business standards company – you won’t go a day without seeing the BSI Kitemark on something, from lightbulbs to manhole covers. With fresh, new competition creeping in, BSI wanted to increase awareness and uptake of the prestigious Kitemark within the fenestration industry (windows and doors), and show that it is the ultimate sign of quality.
Approach
We went back to the beginning and distilled what the Kitemark stood for, interviewing customers, prospects and employees. These insights fed the big idea: ‘Show them what you’re made of’ – a rallying call to the prospects that reflected the Kitemark’s stamp of quality, safety and trust. This campaign was underpinned by thought-leading content, unearthing the future of fenestration, and distributed to key targets through innovative social selling techniques, digital advertising and strategic media partnerships.
Impact
In just 2 months, this creative campaign generated 400% more leads than targeted, gained £3k worth of free national press coverage and raised the profile of the BSI Kitemark within the fenestration industry.
BSI successfully showed the world what it’s made of too.
“It has been refreshing to work with an agency who have been as keen as we are to drive a positive result, and who have come up with such a distinctive concept for a core product area for BSI.”
Charlotte Broady, EMEA Sector Propositions Manager, BSI
Selbey Anderson Group of agencies