The client - Rockwool - global leader in insulation

Rockwool is the world’s leading supplier of innovative insulation products and systems based on stone wool, improving the environment and quality of life for millions of people. Rockwool has over 8,800 employees in more than 30 countries catering for customers all over the world.

The challenge - in case of fire

Rockwool was perceived as a traditional producer of insulation materials within the building and construction industry. The main feature of Rockwool’s insulation products is its ability to prevent fire.

In reality, Rockwool’s insulation products are among the best energy-saving construction materials available. Rockwool wanted to draw attention to this fact and create awareness up to and during the COP15 climate meeting.

The solution - bringing energy efficiency home

AdPeople repositioned Rockwool as an energy efficiency brand among its defined target groups to create substantial awareness of the company’s key energy efficiency messages leading up to and during COP15.

The “Stop local warming” campaign focused on drawing attention to one of the most major causes of CO2 emissions, namely poorly insulated buildings, and succeeded in motivating private homeowners to join the fight for a better climate. The campaign was developed for global use.