Our award-winning work for Hepworth reinvigorated interest in, and demand for, clay drainage – promoting its superiority over seemingly cheaper plastic pipes.
The ‘rise of plastic’ in below ground drainage had seen a steady decline in clay sales. It is, after all, heavier, old-school and more expensive – a picture exacerbated by a lack of marketing and sales support. Our brief was to arrest the decline and ‘hockey stick’ the sales graph.
A 3-hour briefing from Wavin’s product and marketing team was followed by a trip north to Wavin’s quarry to see this amazing product being created for ourselves. With a little ‘digging’ it turned out that while, on the surface, clay was heavier, old-fashioned and more costly; below ground it was superior in every way – stronger, more durable, more sustainable, more resistant and, over time, more economical. And all because, in a unique process, it is literally ‘Fired to Perfection’. That became our strapline and the springboard for the striking visual analogy of shotgun cartridges and the call-out for specifiers to give clay a shot.
Clearly on some projects the fun comes from just how much you win. The relaunch of Hepworth Clay generated an ROI of 13:1, earning an additional £2.5m, once market growth had been stripped out of rising sales. The campaign was also highly commended in the Branding & Positioning category of the Construction Marketing Awards 2014.