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Guerillascope has been appointed as the new media agency partner of FENSA, the UK’s leading certification scheme for replacement windows and doors.
Working closely with the company alongside brand strategy and communications agency CMDi, the Guerillascope team has developed a new media campaign that encompasses TV, online programmatic and social media marketing.
The strategy has been developed to raise awareness of the importance of choosing a FENSA Approved installer. Launching on March 5th, the activity will run throughout the rest of the year with one key message at its heart: ‘Remember to ask for a FENSA certificate.’ Homeowners can save time and money by heeding this simple piece of advice, therefore ensuring that their windows and doors comply with building regulations, are energy efficient, and are authorised by local councils.
Anda Gregory, Managing Director of FENSA, says the campaign has the clear objective of increasing awareness of the FENSA brand. It will do this by reminding homeowners who need windows or doors replaced that only by appointing a FENSA Approved Installer will they receive a FENSA certificate when the work is complete. “As a result,” she explained, “this will drive homeowners to actively seek out FENSA Approved Installers to ensure the work is completed satisfactorily in addition to complying with building regulations.”
The nationwide TV drive – the first of its kind in the home improvement market – will consist of programme specific slots airing across the likes of Channel 4, More 4, ITV Be, Sky News and Film 4. This is to be supplemented with carefully coordinated paid social activity on Facebook and Instagram, along with targeted programmatic ad placements. An improved website, trade media, PR and event activity – all orchestrated by CMDi – will strengthen the brand message further still.
The launch follows hot on the heels of a Strategic Business Review conducted by Anda. The result is the emergence of a new five-year strategy that places cutting-edge IT and telephone systems at the centre of excellent customer service, as well as the creation of new business partnerships that benefit both consumers and approved installers.
Commenting on the campaign, Chris Beedel, Director of Membership at FENSA, said: “FENSA Approved Installers carry out nearly 600,000 window and door installations annually, representing about 80% of all installations carried out under competent person schemes. But that still leaves a significant number of installations for which no certification, customer assurance or consumer protection is provided. These homeowners must be protected and this campaign will ensure that many more will understand the risks of not appointing a FENSA Approved Installer to carry out the work.”
Amabel Pearson, Brand Director at Guerillascope, said: “We’re thrilled to be working with FENSA and CMDi on this campaign. It’s always a pleasure collaborating with people who have the desire to try something new; I’m confident that FENSA will be rewarded for its ambition.”