Sika is a leading supplier of specialty chemical products and materials that are used to build hotels, hospitals, manufacturing facilities, airports, bridges, tunnels and stadiums. With customers across many construction disciplines, Sika finds it challenging to connect with their target audiences. To promote their latest success – the SikaSmart Building Envelope solution (products for all facets of protecting a building’s exterior from rooftop to basement), they needed one campaign that resonated with their diverse customer base.
The goal was to reach architects and those that specify product purchases for large-scale commercial construction. But how do you get people’s attention on such a complex product offering? We asked a simple question: Are you SikaSmart? We threw down the gauntlet and challenged their customers to take a 10-question quiz to gauge their building envelope IQ and to see how they measured up against their peers. For added incentive, prizes were offered for the smartest of the bunch. The SikaSmart Challenge contest was promoted through print ads, web banners, social media and an e-newsletter. All advertising directed to a website where the quiz was administered.
The campaign generated a strong click-through rate with 2,600 customers visiting the SikaSmart Challenge website over the five-month window of the campaign, and nearly 200 customers completing the quiz. Those customers were all qualified leads too, as they had to register to participate in the quiz. While completing the quiz, the SikaSmart Challenge gave Sika a window of several minutes for their customers to interact directly with their brand. The campaign also created PR and social media opportunities to announce the grand-prize winner.