Advertising, Marketing & PR

Published: December 23, 2021 | Updated: December 29, 2021

National recognition for marketing agency as client wins award for the best product launch

Daniel Smith, CEO, Fireworx, with team members Ollie Richings and Charlotte Jewell.
By Andrew Diprose, editor

A marketing agency for challenger brands has seen further national recognition for its work after a client won a top award.

ADEY,  the UK and Ireland’s biggest name in heating protection solutions with products in more than 5m homes, won the category for Best Product Launch at the Construction Marketing Awards 2021.

The team at Bournemouth-based Fireworx worked alongide ADEY’s team on the project.

Fireworx was also shortlisted in the national Drum B2B Awards for Product Launch 2021 for its work with ADEY.

ADEY approached Fireworx as part of its strategic growth plans.

It wanted support in creating a fresh new approach to its marketing communications.

The Gloucestershire-based company was looking for new innovative and disruptive ways to communicate its range of products and services to engineers and consumers.

They included ProCheck, one of a raft of new services launched by ADEY in 2020/21.

The marketing campaign highlighting ProCheck was underpinned by the slogan ‘Protecting the nation’s heating from the damaging effects of sludge.’

It followed a clearly identified need to start a conversation about the hidden dangers in all heating systems which are not fitted with either ADEY filters or benefited from its protective solutions.

The result of potentially not using these can be a build-up of toxic material, often referred to as ‘sludge’, a corrosive oil-like substance.

The results of the marketing campaign included:

  • Exceeding all sales expectations by 100 per cent
  • Over 500 leads generated pre-launch
  • Adopted by five national housebuilders
  • Over 20,000 water tests completed in the first eight months

Charlotte Dixon,​ Marketing Executive at ADEY, said: “Fireworx have a reputation for creating innovative ideas and thinking differently, which is exactly what we need to cut through all the noise and make real impact.

“They really took the time to understand the business and our customer focus, considering the messaging and visual approach across digital, advertising and print.

“As the leading brand in our industry it’s important for us to work with an agency like Fireworx that cannot only challenge our internal thinking but we can trust to deliver results with creative ideas that will propel our business forward and help us grow faster.”

Daniel Smith, Fireworx CEO, said: “As a marketing agency that’s focused on driving results and growth, to win Best Product Launch in the Construction Marketing Awards 2021 as well as being shortlisted in the national Drum B2B Awards, is a fantastic testament to all the hard work that goes into these projects by the team here.

“We’re not the biggest agency out there but we continue to be punching above our weight due to the quality of the work and approach we take.

“Clients like what we do as we’ve changed the old agency model.

“Rather than wasting clients’ money paying for layers of people they don’t need, we’re more agile.

“We’re also accountable for the work we produce, so it has to be good.

“Our ideas need to better than our clients’ competition’s ideas, and our execution needs to be better too.

“We believe in the power of disruptive thinking to truly differentiate our clients and help them grow.”