Rockwool has launched Origins, a new integrated marketing campaign, which takes customers on a journey to explore the deeper benefits of stone wool insulation.

Rockwool has launched Origins, a new integrated marketing campaign, which takes customers on a journey to explore the deeper benefits of stone wool insulation.

Origins comprises a combination of branding, digital and print advertising, web, promotional, PR and social activity together with video content at its core. The stone wool journey originates with volcanic, basalt rock, and follows as it transforms through manufacturing to ultimately being shaped into the final insulation product. The campaign will enable customers to navigate the Rockwool assets to focus on their own particular area of interest by market, application and/or insulation attributes.

“Not all mineral wool insulation is the same,” said Warren Dudding, marketing director at Rockwool UK. “That may seem obvious to us, but to our customers, it’s sometimes difficult for them to appreciate where the distinctions lie, what benefits there might be and how the insulation choices they make can impact upon a project or application.

“Origins looks at where stone wool insulation begins. From this start point, customers can see how the Rockwool product range evolves into thermal, sound and fire safety insulation that’s easy to install and capable of long-lasting performance in a wide variety of applications.”