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Glenigan is one of the biggest names in the construction industry – but their expertise is in building business relationships rather than actual projects. Their database has in-depth details on every current project in the UK, giving manufacturers, contractors and suppliers the contacts they need to win new contracts. But Glenigan is not alone, and needed to stand out from the usual dry, matter-of-fact marketing in this sector. So, they made a date with Thrive…
In bringing people together for successful long-term partnerships, Glenigan’s not unlike a dating site… so their summer campaign took the theme of ‘A Match Made in Glenigan’. Thrive’s creative executions used simple illustrations instead of the usual construction site imagery and playful headlines showing people coming together, building a relationship and the outcome that relationship produces. Emails, press ads, online banners, a microsite and videos were all produced in-house at Thrive. A perfect match, you might say.
Since the launch of ‘A Match Made in Glenigan’, levels of prospect engagement have gone from 1 in 17, to 1 in 4 from outbound marketing.
