Increase distributor sales
Rockfon®, the leading supplier of stone wool acoustic ceiling tiles, approached bcm to raise their profile and increase sales to distributors.
Cognitive framing to challenge the status quo
Research into the distributor and end customer highlighted a prejudicial bias of the status quo.
Create pull demand
Rather than compete to be heard in a crowded market, bcm targeted the end consumer to create a pull demand through distributors for Rockfon products.
Demand generation increases market share
The marketing strategy was delivered via an animated F1 race competition, supported by point-of-purchase materials, targeted email and social media campaigns.
End consumer engagement grew considerably, generating significant demand.
• a year-on-year increase in sales via UK distributors • over 300 competition entries • an increase in Rockfon’s® market share