Rockwool - The 7 Strengths of Stone

  • Jonny Watson
  • Dan Harrison

Rockwool is an amazing building material derived from natural stone. We co-write a series of torture tests to show the construction industry just how flexible and resilient Rockwool is.

You know those campaigns that sweep the board and win everything? Well this was one of them. The work won a shelf-filling 16 awards, including Golds at The Drum, DMA and Global ACE , B2B Marketing and the Brand Film Awards.

Brand Film Awards EMEA 2021: Winner - B2B
Judge’s comment: "Very funny, captivating content on a subject that isn't the sexiest. I like the tongue and cheek German efficiency undertones, as well as how they delivered a good message in a short and succinct way."
The Drum B2B Awards judges wrote:
“ROCKWOOL bucked a category trend with a playful series of films that were grounded in brand purpose and authenticity."
“Filmed at the company’s Innovation Factory, with real employees, True created a Bond-style test lab and series of product demonstrations that delighted, surprised and celebrated the company’s Danish heritage and culture of continuous product innovation.”
🩷 30.7% Facebook and Instagram post engagement – 1435% higher than industry average
📈 The average time spent on the website increased by 400% compared to previous campaigns.
⚠️ At one point, the website even crashed due to the volume of visitors.
🤝 The films generated 11,641 marketing qualified leads in just three months.

Those awards in full:

2022 Brand Film Awards EMEA WINNER: Best B2B 2020 Global ACE Awards: WINNER: Social Media WINNER: B2B2C campaign
WINNER: Content Marketing - Multiple Piece Program/Campaign 2020 B2 Awards GOLD: Content Marketing: Video (Short Form) GOLD: Social Media 2020 DMA Awards GOLD: Best B2B 2020 Drum DADI Awards GOLD: Video/Video Website 2019: Drum B2B Awards WINNER: Best Brand Campaign WINNER: Best Product Launch Campaign WINNER: Best Content Marketing Campaign FINALIST: Best Use of Social Media 2019 The Drum Content Awards WINNER: Best B2B Content Marketing 2019 B2B Marketing SILVER: Best Use of Social Media or Influencer Marketing SILVER: Best Brand Initiative FINALIST: Best Customer Engagement 2019 The Golden Bees WINNER: Best Use of Creative WINNER: Best Use of Social Media 2019 Marketing Week Masters FINALIST: B2B Sector Masters