Roxul Safe’n’Sound Contractor Took Kit

Entrant’s Names: John Parlow Organization Name: Surge Communications Inc.��Division & Category: Division 3 (Communication Creative),

Category 22 (Publication Design)Title of Entry: Roxul Safe’n’Sound Contractor Took KitTime Period of Project: August 2011

Project Summary: Roxul Inc., is the North American subsidiary of Rockwool International, the world’s largest producer of stone wool insulation (made from stone and recycled slag) with operations in 15 countries. As the Agency of Record for Roxul, Surge plans, develops, and executes all communications. We were asked to specifically create a communication piece to support renovation contractors in upselling Roxul Safe’n’Sound Fire & Soundproofing Insulation with their clients

Intended Audience(s):

Lumber Yard Channel (LMB)

Renovation Contractors

Drywall Contractors/Installers

Objectives:

1) Increase sales of Safe’n’Sound at the lumber yard channel

2) Make contractors/installers aware of additional revenue opportunities

3) Provide the contractor/installer with support to help them communicate the long-term benefits of installing Safe’n’Sound in the interior walls

Key Messages/Theme:

1) There are opportunities for a additional revenue on every job

2) Insulating interior walls with Roxul Safe’n’Sound benefits both contractor/installer and homeowner

Creative Rationale: We wanted to ensure the communications spoke directly to the contractor and clearly identified with them. The cover of the folder showed Roxul Safe’n’Sound securely installed in an interior wall, while the headline was very direct in making the contractor/installer aware of the revenue opportunities of including Safe’n’Sound on every job. It was equally important that we arm the contractor/installer with the tools to go out and confidently sell Safe’n’Sound. Inside the “tool kit” we included a mini flip-book for the contractor/installer to highlight the key home owner benefits of installing Safe’n’Sound in interior walls and in ceilings between floors.

Results: The “Tool Kit” was produced in English and French with bilingual flip-book and was distributed to contractor/installers through the LMB channel. Same store sales of Safe’n’Sound at the LMB channel increased 3% over 2010.

Due to the success of the “Tool Kit” at the LMB channel, it was reproduced for distribution at trade shows across North America.

Roxul Safe’n’Sound Contractor Took Kit

Entrant’s Name: John ParlowOrganization’s Name: Surge CommunicationsCategory Number and Name: Category 22 – Publication DesignEntry Title: Roxul Safe’n’Sound Contractor Took Kit

Roxul Safe’n’Sound Contractor Took Kit