The decision makers in the construction industry are builders, architects, engineers and contractors. Despite this, these groups have not traditionally been the focus of ROCKWOOL—producers of insulation solutions and the 27th largest company in Denmark.

The new target groups are important because the industry is facing challenges related to building requirements and sustainability, which is driving a shift in responsibility. Nevertheless, the new target group didn’t notice ROCKWOOL’s products despite knowing the company’s name. Our recommended integrated marketing solution was built around the strategy “Rebuilding the Standard” and the concept was named “Behind the Façade”. It enabled customers to dive into impressive buildings all over the Nordic region and see the ROCKWOOL solutions inside—products that have previously been hidden from view within the walls.