Natural Building Technologies

Winning the Debate

The brief

To move the focus of energy efficient buildings away from renewable technologies and convince architects and specifiers to make the structural fabric of a building their first priority in designing for energy efficiency.

The results

Fabric first is now universally accepted within the building and construction industry, with renewable technologies most definitely playing second fiddle.

By convincing the marketplace that focusing on getting the structural fabric right first (before looking at low energy use devices), NBT was able to move the argument to a decision between their systems and other building systems over which they have a clear advantage.

In numbers

  • Generated over 500 pieces of coverage
  • Media coverage value: £1,544,000
  • ROI 10:1

The background

Natural Building Technologies (NBT) is a supplier of building systems that use natural building materials, such as timber, cellulose fibre and lime renders.

The company set Triangle the goal of convincing architects to focus on the structural materials used in buildings, rather than ‘more sexy’ renewable technologies, such as solar / photo voltaic panels, wind turbines, and ground source heat pumps, when designing energy efficient / low carbon buildings.

Renewable technologies were the darlings of TV programmes and trade media alike, when the issue of energy efficiency first started to occupy the thoughts of the industry. Their early prominence and ‘techno-glamour’ appeal made them a formidable opponent to knock off their number one spot.

What we did

Under the campaign theme of ‘fabric first’, Triangle implemented a high profile media campaign to position fabric first at the top of the energy efficiency / low carbon agenda.

Using a combination of strategically positioned feature articles, positioning NBT directors as ‘round table experts’ and executing a sustained and consistent high output campaign of news, comment and case study illustrations of the benefits afforded using the fabric first approach, Triangle was a prime mover in changing the debate away from renewables – first in the media and then, generally, in the industry.