“Vertical has helped not only to position Fireguard as the industry leader, to the point where customers are specifying it at point of sale, but to dispel some of the confusion surrounding fire-rated downlights and the levels of testing required.”

JCC Lighting

JCC, the UK’s leading lighting manufacturer, is the industry leader in fire-rated downlights, Fireguard. In addition to promoting Fireguard as the product of choice, there was an underlying message about the importance of using fully tested fire-rated downlights that needed to be communicated to contractors, wholesalers, end-users, specifiers and developers.

Vertical created a series of press releases, articles and established strong media relations to place Fireguard as the contractors’ choice of product, and to encourage all specifiers, developers and end-users to use only fire-rated downlights that have been fully tested to meet all of the relevant building regulations.

This collateral, combined with other tools in the marketing mix, placed Fireguard as a leading fire-rated product, and also raised the profile of the risks involved if fire-rated downlights are not installed, positioning JCC as the voice of authority.

Using key editors of trade magazines, Vertical were able to successfully place a number of articles both pro-actively as well as in response to other fire related stories. These articles ranged from a strong technical content to a general overview of fire safety and installing downlights.

Following the placement of articles, Fireguard was named as a ‘Top Product 07’ in one of JCC’s core trade magazines, having received one of the highest rates of customer enquiries. Sales of Fireguard continue to increase, and it is the market leader for fire-rated downlights.