Uponor: Q&E – The Third Way

The Challenge

To promote Quick and Easy (Q&E) as an alternative to copper and push-fit plumbing. Uponor wanted to launch the solution into the UK market but had concerns that the installer base was traditional in nature, with both copper pipe and push-fit dominating.

 

The Idea

We devised a campaign that would shake loose dissatisfied copper and push-fit installers, generating demand-pull sales for a third-way option. We gave HVAC journalists the chance to get hands-on with the product. We then created a Q&E microsite and drafted a series of feature articles for the trade media, using an installer to endorse the product, both online and in print.

 

The Results

  • The campaign secured 133 pieces of trade press coverage, against a target of 50
  • Twitter followers increased by 36%
  • The microsite attracted in excess of 300 visits per month
  • We drove more than 10,000 unique visitors to site from the step-by-step guides alone, and saw a 37% increase in website traffic overall
  • We delivered 1,245 reader enquiry sales leads – against a target of 800
  • Crucially, total sales leads for the campaign were 56% above target

 

The Awards

  • CIPR PRIDE Awards
    • Best Corporate & Business Campaign (silver)