Launching Crittall’s new steel window system
Crittall wanted specifiers, installers and homeowners to reconsider what steel windows could offer. Its 2024 launch introduced the new thermally enhanced system in two stages: teaser creative first, then technical information and routes to enquire.
- Brief
- Product launch
- Work
- Strategy, creative, PR, social, email and landing pages
- Year
- 2024
The brief: explain Crittall’s thermal performance.
People familiar with the appearance of steel windows could still have questions about their thermal performance. Crittall’s new rolled-steel window and door system needed a launch that addressed those questions properly. The technical explanation had to be as convincing as the creative work.
Specifiers needed to assess the system, installers needed to understand the offer and homeowners needed to consider it for their project. That shaped the technical material, campaign messages and landing pages.
The teaser campaign and product reveal
The launch ran in two stages. A teaser introduced the prospect of a new steel window system before the full reveal explained its features and thermal performance. People could register interest while the campaign developed.
Create anticipation
The steel window evolution creative appeared in print, social and email. Landing pages allowed interested readers to respond during this first stage, while the same campaign idea made the launch recognisable wherever people encountered it.
- Teaser creative
- Print, social and email
- Lead-capture landing pages
Explain the product
The reveal explained the system through product content, animation, specification sheets and PR. These materials gave buyers and specifiers more than an announcement: they could examine the information needed to consider the product for a project.
- Technical product content
- Animation and specification sheets
- Product reveal and press activity
Crittall’s trade and homeowner website journeys.
Crittall’s wider marketing strategy combined national B2B activity for installers, architects and specifiers with B2C activity for homeowners. The website was redesigned to reflect that distinction, including dedicated homeowner and commercial solution sections.
A homeowner researching an improvement and a professional assessing a system arrive with different questions. The dedicated website sections helped each find the relevant information without having to work through material intended for someone else.
The response to the campaign
The launch generated 397 new leads, supported by 170,000+ impressions and 20,000+ engagements. Creative, technical content and a clear response route worked as one campaign, giving Crittall both attention and enquiries to take forward.
- new leads
- 397
- impressions
- 170K+
- engagements
- 20K+
Crittall’s 2024 integrated launch campaign.
“A key factor in choosing to work with Purplex was how quickly the team understood our business and determined what was needed to reinvigorate our marketing and PR activities.”
