FSi Promat celebrates Marketing Campaign of the Year success at ASFP Awards

Supporting the launch of FSi Promat’s Silverliner Open State Cavity Barrier 5 (OSCB-5), which provides critical passive fire protection that can prevent a fire (and the heat generated by it) from spreading for 90 minutes, the campaign reached more than 500,000 individuals.

Highlighting the importance of having adequate passive fire protection in building façades, the campaign has actively raised awareness of the advantages of intumescent edge technology and its ability to reinstate lines of compartmentation in the event of a fire.

In turn, the campaign has also highlighted the range of solutions FSi Promat offers to protect façades, with the company manufacturing cavity barriers that provide 30-minute (EI), 90-minute (EI) and 120-minute (EI) solutions.

Supported by a modest budget, the campaign generated a £500,000 sales pipeline, delivering an impressive 23:1 return on investment.

In recognition of the success of the campaign, which included storytelling techniques, eye-catching visuals and a multi-channel approach delivered through both traditional and social media channels, the company was presented with the accolade at the recent ASFP Awards.

Clear and reliable information

Emma Taylor, marketing manager at FSi Promat, commented: “As the fire protection and construction industries navigate a time of change, clear and reliable information is essential. The ‘Every Clad Needs a Silverliner’ campaign aimed to capture the attention with a memorable headline, while providing peace of mind through compliant and reliable solutions that address the very real threat of fire in the built environment.”

Taylor added: “Ultimately, the campaign helped to raise awareness of the need to specify and install the correct level of passive fire protection in order to ensure the safety of buildings.”

ASFP managing director Mike Ward explained: “The Silverliner campaign stood out as a fantastic example of how to promote the need for the highest standards in passive fire protection, while also conveying a technically complex message in an engaging way that has delivered excellent results.”