Siniat
Siniat

Plasterboard is boring.
Space travel is not.

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Siniat

Plasterboard is boring. Space travel is not.

36%
Direct response rate
building stronger relationships with Architects nationwide
600k
YouTube video views
in the first three months after launch
Award winning
Best use of Personalisation
at The Drum Awards, 2018

Imitation may be the greatest form of flattery. But what do you do when your biggest competitor tries their best to replicate your product?

You do something inimitable.

Siniat, global dry construction materials specialists (that’s plasterboard, to us common folk), faced the imminent launch of copy-cat products. They needed to reassert their ‘Weather Defence’ exterior plasterboard as the only choice. And capture the attention of those who influence product choice on large building projects across the UK.

But, let’s face it. Architects just aren’t that interested in plasterboard – even if it is weatherproof. We needed to shake them out of their indifference.

So we put this plasterboard to the most extreme test we could imagine.

We sent it into space.

Once the capsule was safely back on terra firma, we sent 75 architects a unique package. When we’d sent the plasterboard stratospheric, we’d done so with each of their names written on it. So all 75 received a package containing their very own little piece of space. Plus personalised video footage of our mission to show them how it happened.

Imaginations, captivated. Brand awareness, boosted. And an unparalleled 36% direct response rate. An unignorable stunt. Becoming an irresistible proposition.

36%
Direct response rate
building stronger relationships with Architects nationwide
600k
YouTube video views
in the first three months after launch
Award winning
Best use of Personalisation
at The Drum Awards, 2018
With thanks to...
Fiona O'Callaghan, Kate Gorringe, Liam Smith, Louise Lepic, Neil Lenihan, Rob Lewis, Rob Lowe, Sent Into Space, Tom Brown, Wendy Baker