Siniat had a strong integrated wall and ceiling system offering, but years of brand transitions had meant we needed to build recognition with architects and specifiers of the Siniat brand. In a category driven by habit, legacy competitors dominated early-stage specification. Siniat needed to build awareness off the back of the latest rebrand, shift perception beyond plasterboard and prove its value as a complete system partner.

We identified a key market tension, architects and builders were not looking for more product choice, they were looking for fewer points of failure. Instead of competing on features or price, we repositioned Siniat around confidence, accountability and system-level assurance through a single integrated solution with one supplier, one warranty and one point of responsibility.

We developed “The ONE”, a unifying platform designed to reposition Siniat from a product supplier to a trusted system partner. The campaign rolled out in phases across digital, programmatic video, search, social and trade channels, combining brand storytelling with product-led conversion campaigns for Metal Framing, Weather Defence and Siniat’s digital suite.

“The ONE” significantly outperformed awareness benchmarks and strengthened Siniat’s market presence nationally. Website traffic increased by 102%, contact form submissions rose 31.61% and marketing-qualified leads increased by more than 280% year-on-year. The success of the platform also led to adoption of the campaign concept across other global Etex markets.

The campaign also shortlisted IMA for B2B Agency of the Year, with Siniat recognised in the Brand and Creative categories at the B2B Marketing Leaders Forum Awards.