Mr B & Friends has launched a new product range into the builder's merchant market for client Siniat. The brief was to pitch Siniat’s new product, an innovative range of metal partition frames called Bulldog, in competition to more traditional timber products. The campaign is supported by a microsite, also created by the agency:

The key task was to communicate Bulldog’s superiority over traditional timber to an audience of predominantly younger builders. The agency successfully embodied this message by creating a multi-channel campaign that includes a cheeky YouTube video of a ‘Bulldog Builder’ disparaging traditional timber products as only dogs know how! The video has already secured a staggering 100,000 views in just over 4 weeks.

The Bulldog video is underpinned by a Google Display Network digital campaign which targets younger customers, according to their online interests, and allows Siniat to track the campaign’s success, click by click.

Kate Gorringe, Design Director at Mr B & Friends, comments: "It was clear from the brief that targeting those loyal to age-old dry walling techniques, would be a waste of campaign resources. Younger builders would be more open to new ideas and more engaged with social media, so the objective was to use digital media in a memorable and tongue-in-cheek way to get them talking."

Fiona O'Callaghan, Marketing Communications Manager, Siniat UK Ltd, adds: "This is our first foray into digital and social media marketing. Our campaign specifically targets an audience of young builders, where we challenge them to try a new construction technique. For this target group, Mr B & Friends advised an approach that was both fun and light-hearted. The campaign looks fantastic and we're really chuffed with it."

The campaign runs online and in builder's merchants for the next three months. The video can be viewed both on YouTube at

For more information call:
Will Cooper
M: 07807 098329

Published on: 4:43PM on 19th February 2015