THE CHALLENGE | To increase market share of ceiling tiles through UK distributors

Rockfon®, the leading supplier of stone wool acoustic ceiling tiles, approached BCM Agency to raise their profile and increase sales to distributors.


Rather than create a traditional product awareness campaign and compete to be heard in an already crowded market place, BCM Agency took a more innovative approach.  Instead of pushing the message just to distribution channels, the end customer was targeted to create demand for the distributors of Rockfon products.


To engage with the end user, create demand and increase sales, BCM Agency:

  • Undertook detailed customer sampling and profiling.
  • Created an animated F1 race competition, embedded in Rockfon’s website, supported by email and social media campaigns.
  • Ran the campaign over 4 months, with a different product being featured each month.
  • Engaged with customers to enter the skills-based competition (prize draw) by answering multiple choice product questions and then watch the race.
  • Managed the prize fulfilment, with the main prize being a long weekend in Monte Carlo.
  • Produced leaflets and point-of-purchase material for distributors and sales teams to promote the competition.


  • Year-on-year increase in Rockfon sales via UK distributors
  • 306 competition entries

Jenny Brookes, Marketing Manager for Rockfon says “The competition really brought the product to life and was a talking point between our sales team, distributors and their customers. BCM Agency developed a fun and winning concept with the F1 competition and prize of a trip to Monte Carlo from which we realised some very valuable PR.”