BMI Icopal looks ahead
Convincing construction professionals of the sustainable qualities of your product? Involving them in your circular story? For BMI Icopal Netherlands, we devised a campaign that made the Universal roofing stand out to roofers. Awareness and lead generation? Check!
Promoting a circular future
Sustainability and circularity are becoming increasingly important. The Netherlands is even aiming to be climate-neutral, free of fossil resources, and fully circular by 2050. This means drastically reducing the use of raw materials and finding alternative, recyclable materials in the construction sector. With its Universal roofing membrane, BMI Icopal is already demonstrating its commitment to a sustainable future, and wanted to highlight that.
Visual grabs attention
BMI Icopal Universal is a roofing membrane that’s good for the roof, the planet, and the roofer. We translated that message into a visual featuring a building with the world as its roof at the center. The round building, embedded like an eye in a green landscape, symbolizes BMI Icopal’s sustainable, circular vision on construction. To clearly show who we are addressing, we placed the roofer prominently in the image. A powerful visual composition that promotes the product and its benefits in an original way to the right target audience.
"With the campaign, we further reinforced BMI Icopal’s commitment to sustainability."
Cross-media rollout
We incorporated the campaign image and its circular message into various tools to capture the attention of construction professionals: from a Google Performance Max campaign and a landing page with an explainer animation video to promotional materials for distributors (totem, display, flyers, …). We also provided BMI Icopal’s sales team with a presentation that used the concept as a central theme. A consistent cross-media communication approach with stopping power — that’s our world.
