Making a splash in sustainable drainage

Client

Wavin

Services

Content, Social, Media

Department

B2B

The brief

New regulations often mean rapid changes, which can be difficult or confusing to adapt to. As of April 2020, there is new Design and Construction Guidance for the water sector in the UK.

For the first time, these codes promote the use of sustainable drainage systems (SuDS), which are installed underground on developments to help combat surface flooding.

Plastic pipe manufacturer Wavin is an expert when it comes to SuDS and in September 2018 launched a new system called Q-Bic Plus, which is an ideal solution under the new guidelines.

Wavin therefore needed to maximise awareness of the system, while spearheading the conversation around SuDS in general and helping drainage professionals to interpret and implement the new guidance ahead of it coming into force.

The creative

The answer was to use the brand’s genuine expertise to develop a range of in-depth thought leadership and social media content.

Knowing that opinion articles in trade magazines remain a key source of information among decision makers in the built environment, this formed the bulk of our activity. Working with Wavin’s stormwater team, we outlined bespoke angles for different audiences, including the housebuilding, civil engineering and water sectors, as well as urban planners and local authorities. We then developed a content schedule that would ensure a sustained presence in the media and used our strong relationships with editors to secure regular coverage over a period of 18 months.

When Wavin hosted a roundtable to discuss the upcoming guidance with a panel of industry specialists in partnership with New Civil Engineer, we also took the opportunity to capture a series of short ‘talking head’-style videos which were targeted at relevant audiences on social media.

Finally, for an extra seal of approval from the industry, we developed an award entry for Q-Bic Plus in the Best Exterior Product category at the 2020 Housebuilder Product Awards, which Wavin went on to win.