With this Firth campaign, we revealed a secret that would allow the construction industry to design without constraints.

The NZ Building Code is constantly evolving, which can make it challenging to meet R-value requirements.

Firth’s HotEdge insulation systems for slab foundations assist architects and builders to create healthier homes for Kiwis that meet regulations.

Creating intrigue and excitement around HotEdge^® we launched a phased advertising campaign centred around a series of short films featuring secret interviews with industry personas who blow-the-whistle on the advantages of HotEdge^®.

Instead of showcasing the product directly, we tapped into the industry’s curiosity about their peers’ covert ability to meet the new regulations, all while maintaining a semblance of design freedom.

This multi-channel video-led approach asked people to register their interest in finding out the secret, generating an outstanding response from the construction industry.