Finalists for the ASFP Awards' Best Marketing Campaign of 2023

Patrícia Gabriel / 24 July 2023

Nullifire is proud to announce its selection as one of the three finalists for the ASFP Awards' Best Marketing Campaign of 2023. This achievement is a testament to the outstanding collaborative effort of the entire Nullifire team, including the marketing, sales, R&D, and technical department on a European scale.

The nominated campaign, named Nullifire FB750 ETA, was launched in late October 2022 alongside the introduction of the enhanced FB750 Intubatt. FB750 is an industry-leading product and a bestseller within Nullifire's fire stopping range. A lightweight fire barrier comprising of a rock mineral fibre board with a uniquely identifiable and traceable ablative coating, highly popular and widely specified product. However, as a commodity product and the unsung hero of the fire stopping range, Nullifire recognised the need to raise awareness about its significance, extensive testing, and scope of applications.

The objectives of the Nullifire FB750 ETA campaign were as follows:

  • Uplift sales and specifications through the creation of new content and re-engagement with key audiences.
  • Enhance product and testing awareness.
  • Generate new leads.
  • Promote Nullifire's comprehensive testing capabilities, showcasing the ability to conduct ad-hoc testing both externally with test houses and internally in our three furnaces.

To achieve these objectives, Nullifire adopted a omni-channel marketing strategy targeted to attract the main buying personas; architects, specifiers, contractors and applicators. The marketing team were able to successfully generate and execute an in-depth content programme, based on two main building blocks, the first one - Back to Basics, and the second one – Safety in Numbers. A core element to this campaign, was the generation of the FB750 Application Guidance document; a tool which has been desired within the industry for a period of time. This document is also now available on Nullifire’s website.

Patrícia Gabriel, Brand & Communication Manager for the fire protection division at Tremco CPG UK said “It is an honour to be shortlisted for an industry award within our field of work. This was a true team effort that required agile project management skills due to the continuous testing programme in Nullifire. Our focus was very clear, to be transparent in our messaging and achievements and to keep our customers at the forefront of the campaign and in the creation process of all the assets and related content.”

Patrícia adds “We have reinvented ourselves with the campaign visuals and utilised a mix of both ATL (above-the-line) and BTL (below-the-line) strategies. ATL to target the wider audience with mass-reach media channels and BTL for more personal and targeted communications as the LinkedIn targeted paid ads.”

To finalise, Patrícia comments “The progress and success of our campaign has been measured by working deliverables, i.e. structuring the project so we could have continuous check points throughout the campaign to monitor its performance.”

Nullifire's FB750 offers an unparalleled number of tests and a wide scope of applications. Through strategic marketing initiatives, the company successfully raised awareness about the product's importance and efficacy, thus positioning FB750 as a trusted solution in the fire stopping industry.

Gary Pullinger, Sales Director for the fire protection division adds: “Being shortlisted for the ASFP Awards' Best Marketing Campaign of 2023 is a tremendous honour for Nullifire. It showcases the dedication, expertise, and commitment of our entire team in delivering innovative and impactful marketing strategies. We would like to extend our gratitude to the ASFP Awards committee for recognising our efforts.”

The winner of the ASFP Awards' Best Marketing Campaign of 2023 will be announced at the prestigious Awards Ceremony on Thursday, November 23rd, 2023, at the Leonardo Royal Hotel, St Pauls, London, EC4V 5AJ. Nullifire remains committed to providing industry-leading fire stopping solutions and looks forward to continued success in delivering exceptional marketing campaigns. Join us in this astounding event to also recognise individuals and big achievements of the industry. Tickets can be bought from ASFP’s website.

We would like to extend our wishes of good luck to all the other finalists for an ASFP Award!