Saint-Gobain Weber has won an award.
Saint-Gobain Weber wins B2B marketing award
Published: 19 December, 2013
Saint-Gobain Weber’s Loyalty Rewards campaign has won first place in the Best Digital Campaign category at this year’s Construction Marketing Awards. The judges’ feedback acknowledged the success of the loyalty scheme in achieving high levels of customer engagement and product sales.
As part of the repositioning of Saint-Gobain Weber’s popular tile-fixing product range, the company’s brief to creative digital agency IndigoRiver was to raise the profile of Weber. Weber and IndigoRiver identified a sophisticated and creative programme that could be easily monitored, would encourage greater collaboration with distributors and sales teams, and develop an interactive social community which was introduced as a two-phase campaign.
Saint-Gobain Weber launched the ‘You’re gonna love what Weber do’ campaign, targeting merchants, distributors and tilers. Support channels included point of-sale, How To videos, trade days, press and online advertising. This has been reinforced by a Love Weber microsite that provides product information and has formed a growing Weber community.
The second phase campaign is based on the Weber Rewards programme, to which tilers can register and redeem on-pack codes for rewards which include Virgin Experience days, treat-yourself vouchers for hotel and spa breaks, electronic devices, sports equipment and branded clothing. The campaign is ongoing and supported with the Weber Rewards Redeem on the Go app.
Peter Temprell, national tile sales manager of Saint-Gobain Weber, said: “This campaign has been based on strategic thinking and creative flair, and has successfully repositioned the brand with a modern and innovative customer approach. The business has achieved fantastic results and we have transformed our online presence.”