Case studySiniat

Siniat, product launch campaign.

Siniat is the UK’s 3rd largest plasterboard brand. In 2014, it launched Weather Defence, a plasterboard used as an external sheathing boar which has been transforming the construction techniques of large scale projects. But in 2017, Siniat’s chief competitor was primed to launch a copycat product.

Siniat needed to reassert itself as the market leader and reach new potential clients – before its competition did. Our challenge was to capture the attention of the people who influence specification on large builds across the UK. But architects aren’t interested in plasterboard – even if it is weatherproof.

To shake architects out of their indifference, we put this plasterboard to the most extreme test we could imagine, and sent the names of our targeted architects with it.




6 months


Strategy, Creative, Client Services, Digital

Inspired by the proposition ‘proven innovation’, we made Siniat Weather Defence capsules and powered them into space to take on the world’s most extreme weather. Inside each capsule, we wrote the names of 76 lead architects and contractors. Once safely returned to earth, each name was sent to its owner in a personalised direct mail, with a video featuring footage of the mission.

Pre-launch, we ran a teaser campaign with a series of personalised emails and a video. Alerting our targets that they’d be launched into space soon with a countdown clock and the message ‘Keep up’.

After the capsule was retrieved from its space expedition, the 76 key targets were sent a slick DM box. Architects are well-known for their love of innovation and quality. So the pack was designed to slide open satisfyingly like a space capsule, with an in-built video card to encourage sharing in the office.

On opening the capsule, plasterboard with the target’s name on that had been to space was included (these were handwritten ahead of launch).

A beautifully designed brochure with case studies was included to emphasise the impressive product claims.

The video inside showed the making of our mission, footage of the capsule in space and product information. As a personal touch, each video was edited to show the recipient’s name being written on the board ahead of launch.

“Very impressive thanks Jeff, the box certainly went down well in the office and got people talking, especially our design managers.”

Willmott Dixon
Building Contractors

The campaign was supported by a landing page, as well as digital advertising, LinkedIn, YouTube and an EDM campaign to Siniat’s wider audience.

Not just a memorable campaign. It’s impact has been out of this world. Capturing the imagination of specifiers and generating an ongoing stream of brand awareness.

“The agency’s understanding of our goal to highlight Weather Defence’s excellent properties while positioning Siniat as ahead of the curve was key to the success of the campaign.”

Commercial Marketing
Siniat UK
(Part of Etex Building Performance)



Campaign film views on YouTube


Campaign landing page views


Increase in website traffic

The Drum Awards 2018
Best use of Personalisation