PRODUCT: SkyGLAsS Flat Glass Rooflights

AUDIENCE: UK Roofing Contractors ~ Specifiers ~ Merchants ~ Self-Builders

CHALLENGE: Following the acquisition of Coxdome by a European manufacturer, the business wanted to introduce its new SkyGLAsS flat glass rooflight range to the UK market.

Coxdome already had strong brand recognition within UK roofing, but the new owner needed a launch strategy that translated its European product offer into a compelling proposition for UK contractors, specifiers and residential buyers.

Our task was to develop a focused UK market-entry campaign that created impact, generated initial sales leads and supported both commercial and residential routes to market.

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SOLUTION:

We developed an integrated launch programme built around a high-impact bound-in insert in the trade-show issue of a leading roofing magazine – designed to make a real splash and signal Coxdome’s continued commitment to the UK market.

Acting as a bookmark when the magazine was opened, the insert gave SkyGLAsS strong visibility and helped drive attention to the new range. Cost-effective run-on copies were also produced for direct mail, prospecting and merchant support, helping maximise the value of the campaign budget.

The wider campaign included:

• technical brochures and sales collateral;
• opt-in trade newsletters and direct mail;
• PR and web content;
• online display advertising across roofing and specification media;
• studio and location photography;
• home décor and self-build media to reach residential audiences.

Roofing contractors and specifiers were targeted through specialist trade channels, while self-builders and homeowners were reached through consumer and home-improvement media.

OILING THE WHEELS OF COXDOME…

Strategy: UK market-entry strategy, audience segmentation and launch planning

Creative: Launch concept and campaign development

Advertising: Roofing, specification, home décor and self-build media

Design: Bound-in insert, brochures, direct mail and sales collateral

Digital: Online display advertising, newsletters and web content

PR: Product launch and trade-media coverage

Lead Generation: Prospect mailings and opt-in email campaigns

Photography: Studio and location art direction

RESULTS: The campaign gave SkyGLAsS a strong UK market introduction and provided the new European owner with a coordinated route into both commercial and residential sectors.

By combining trade-media impact with direct marketing, digital activity and sales support, the launch created awareness among roofing contractors and specifiers while also reaching self-builders and homeowners.

The campaign helped establish SkyGLAsS within the UK flat glass rooflight market and created a platform for ongoing sales development.