Building Regulations Part E demanded improved acoustic insulation and Pre-Completion Sound Testing (PCT) with failure meaning expensive refits or even legal action. But using Robust Details, Part E could be met without PCT. British Gypsum Isover had the solution: a wall system using Isowool RD35 acoustic slabs approved as Robust Detail E-WM-8.

 

To tell installers and specifiers the Isowool solution was both officially approved and only achievable with RD35 slabs, we used product cards, mailings and unusual ad formats including a gatefold cover and a split-page ad, with the magazine’s gutter as the wall cavity.

 

With 1147 enquiries – 55 per insertion and 72% above average – the gatefold cover brought in 137, the best performing product card 188 and 529 enquirers switched as soon as E-WM-8 was launched. Nine months on, Isowool’s market share had grown from zero to 10%.