Fensa targets 190million ‘impacts’ with first-ever TV campaign
Fensa is launching its first ever TV campaign, aiming at 190million ‘impacts’ with its message: “Remember to ask for a Fensa certificate.”
The campaign, also described as ‘the first of its kind to hit the UK’s home improvement market’, hits the screens next Tuesday March 5th and will run throughout the rest of the year, backed by extensive social media presence and online programmatic advertising as well as the promise of a TV sponsorship package. It will be shown across the UK on a targeted range of TV channels expected to provide more than 190 million ‘impacts’ – the number of unique viewings.
Managing Director Anda Gregory says the ads will: “drive homeowners to actively seek out Fensa Approved Installers to ensure the work is completed satisfactorily in addition to complying with building regulations.”
Fensa says the TV ads highlight to homeowners the importance of appointing a Fensa Approved Installer to ensure their replacement windows and doors comply with building regulations, are energy efficient, and registered with their Local Council, adding that
When the work’s complete, homeowners will receive a Fensa certificate as ‘all the proof they need of a job done right’.
Chris Beedel, director of membership, explained: “Fensa Approved Installers carry out nearly 600,000 window and door installations annually, representing about 80% of all installations carried out under competent person schemes. But that still leaves a significant number of installations for which no certification, customer assurance or consumer protection is provided.
“These homeowners must be protected and this campaign will ensure that many more will understand the risks of not appointing a Fensa Approved Installer to carry out the work. Implicit within the campaign is that for the homeowner to obtain a Fensa certificate, their windows and doors must be fitted by Fensa Approved Installers.”
The messages will be reinforced to the industry through trade media, PR, events such as the FIT Show, regional roadshows and presentations. An improved website, homeowner marketing packs and point-of-sale material for installers will also be available to supplement the campaign.
The organisation says the campaign using the familiar yellow sticky notes is the first major outcome of a Strategic Business Review led by Anda Gregory following her appointment last year.
She continued: “We are committed to making Fensa work better for its Approved Installers and, through them, to improve industry standards and reputations. Extensive market research and attentive listening to homeowners and our installers is resulting in a Fensa that is now far more than a self-certification scheme.”
The Fensa TV campaign was developed in partnership with brand strategy and communications agency CMDi.