Erskine Hospital: On the offensive

Erskine Hospital: On the offensive

This paper outlines the advertising campaign for Pilkington Activ, a self- cleaning glass that uses the combined action of rain and daylight to keep itself clean. The campaign successfully integrated the client and agency teams into a single project team united by a clear common goal, and demonstrated how a broader view and coordinated approach can optimise the impact of all communication channels by targeting the critical stages in the sales chain. It also shows how the Pro-Activ team were able to create and implement an integrated communications plan. This plan raised awareness, confidence and propensity to purchase amongst consumers. It also promoted stronger engagement and commitment from the trade. In total, the campaign increased sales by over 360%.