Going green with Sika roofing technologies

Challenge

Sika is a Swiss multinational speciality chemicals company which formulates and produces systems to bond, seal, reinforce and protect the built environment. In other words, they manufacture world-beating products that keep buildings water-tight, strong and upright!

Having worked with OBM on several other major product launches, we were asked to create a campaign to promote Sika’s planet-friendly Green Roof System. Environmental considerations have become key criteria when speccing building materials – and flat roofs are no different. In fact, many council planning teams are now asking architects and specifiers to first prove why they can’t spec green products. Sika lead the way in roofing technologies but it’s already a crowded market with all the big players offering similar solutions. So, how to cut through the noise…?

Solution

Like most of the categories in which Sika trade, green roofing technology is somewhat commoditised. And the buying behaviour of their main customer groups – architects, contractors and specifiers – is notoriously hard to change. So our campaign not only announced Sika’s arrival in this fast-growing area in a bold and fun way – in contrast to the category norm of highlighting product benefits – it also played to the brand’s strengths, i.e. its industry-leading support including site surveys, on-site technical consultancy and post-installation aftercare. This added value technical support is fundamental to Sika’s success and helps differentiate the brand.

The campaign delivered this message using a real-world installation of a commercial Sika Green Roof nestled in the rolling hills of Lancashire (complete with grazing cattle!). The multi-channel campaign ran across trade press, key online platforms, supported by PR and editorial coverage, as well as brand site content and social. We even sent a plant-able mailer impregnated with bee and butterfly seeds to major customers – the Sika green roof product would come to life before their very eyes!

Plant-able mailer

Multi-channel advertising

Display advertising

Results

The campaign landed in late 2021, so at time of writing it’s too soon to track sales. However, engagement across all channels has been strong and anecdotal feedback from the commercial team has been incredibly positive.