Saint-Gobain Pipelines

The Client

Saint-Gobain Pipelines is Britain’s largest producer of ductile and cast iron above and below-ground drainage systems. Its markets include water and sewerage, telecommunications, highways, civil engineering, construction and housing.

The Campaign

Following independent tests comparing the fire resistant properties of plastic and cast iron above-ground drainage systems, ‘The Burning Question’ was devised and staged by Wyatt to promote the positive safety aspects of cast iron over certain plastic-based systems.

Working to tight timescales and concentrating on a highly focused communications programme using a blended mix of marketing and communication methodologies spearheaded by a press event, Wyatt powerfully communicated the crucial message that cast iron offers the safest above-ground solution. Compelling graphic evidence demonstrated that in a fire, plastic-based systems melt, catch fire and spread flames downwards, effectively doubling the risk of trapping occupants and exposing them to toxic fumes – the biggest killer in the first 30 minutes of every fire.

The Results

‘The Burning Question’ had an almost immediate impact on the business. Contracts totalling over a million pounds, in excess of 30 pieces of cast iron positive media coverage, 500+ enquiries and a deliberate shift by specifiers away from plastic for high profile public buildings are impressive highlights of the success of the campaign.

As a final accolade, the campaign scooped a PR ‘BAFTA’ for Wyatt when it won best B2B PR campaign in the national B2B Marketing Awards.

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