British Standards Institute. Kitemark awareness campaign
Background
BSI approached us with a mission to develop a trade press advertising campaign that would promote their Kitemark certification schemes. The focus was on targeting manufacturers in various sectors, including Fire Safety, PPE (Personal Protective Equipment), Gas, Electrical, and Fenestration products. The BSI Kitemark is a symbol of quality, reliability, and value, surpassing the standards set by CE marking and other competitors. Our goal was to raise awareness of the BSI Kitemark among manufacturers and service providers across these diverse industries.
Objectives
The campaign aimed to achieve several key objectives:
Raise Awareness: Increase recognition of the BSI Kitemark among potential clients in various industry sectors.
Position as a Benchmark: Establish the BSI Kitemark as the ultimate standard for quality, reliability, and value for money, beyond what is offered by CE marking and other certification marks.
Approach
Once the key messaging and copy were finalised in collaboration with the Kitemark team at BSI, our approach was centred around making the Kitemark the hero of the campaign. This was a unique opportunity, as it was the first time the Kitemark had been prominently featured in a campaign aimed at an industry market since BSI's rebrand.
We conceptualised a design that would make the Kitemark instantly recognisable by incorporating materials and elements directly related to each industry. Our team conducted extensive research into the specific products and outputs of the targeted sectors. Using CGI, we created 3D models of items such as uPVC, aluminium, and timber window frames, as well as flames, all shaped into the iconic form of the Kitemark. This visually striking approach aimed to embed the Kitemark's identity firmly within each industry sector.
The adverts were crafted in various formats to suit both online and offline media, ensuring a wide reach and consistent message delivery.
Results
The campaign successfully raised awareness of the BSI Kitemark across the targeted sectors. By positioning the Kitemark as a symbol of superior quality and reliability, we reinforced its status as the benchmark certification, distinguishing it from competitors. The creative use of industry-specific materials to form the Kitemark logo resonated with the audience, making the symbol more relatable and recognisable.
This campaign marked a significant step in enhancing the visibility and perceived value of the BSI Kitemark within the industry, setting a new standard for future promotional efforts.