British Gypsum
British Gypsum, a brand within Saint Gobain Interior Solutions, faced a critical moment: launching BIMlocker, an innovative software wrapper for architectural design, while simultaneously reintroducing its presence on NBS after a strategic withdrawal.
The objective was clear:
1. Build awareness & credibility for BIMlocker.
2. Drive engagement & software downloads among architects, designers, and project managers.
3. Position British Gypsum as a leader in digital construction integrity.
British Gypsum needed more than just visibility – they needed a campaign that would establish BIMlocker as an essential industry tool. With a strategic mix of organic and paid social, Creative Spark developed a data-driven approach that not only captured attention but turned engagement into action.
- Strategy
- Campaign
- Digital
Understanding Architects’ evolving needs
By deeply analysing the construction and architectural audience, Creative Spark crafted a campaign that didn’t just promote BIMlocker – it tapped into industry anxieties, professional responsibilities, and the rising demand for compliance-ready solutions.
Key industry insight:
Architects are increasingly moving away from hands-on specification work to reduce liability. Sub-contracted design teams now handle technical details but face the same pressures for accuracy, compliance, and risk mitigation.
The strategic shift:
BIMlocker wasn’t just for architects – it was an essential tool for the entire supply chain. By broadening the narrative, we made BIMlocker indispensable to architects, designers, contractors, and project owners alike.
Creative execution: The confidence dial
Rather than rely on static product messaging, we developed a visual identity and messaging strategy that would immediately resonate:
A confidence dial graphic, symbolising risk reduction and control, bringing BIMlocker’s security benefits to life.
Two core, interchangeable CTAs:
1. Design with confidence for Architects & Designers
.
2. Build with confidence for Contractors & Project Managers.
This creative framework ensured messaging remained targeted yet scalable across different campaign elements.
The impact: A high-performing mix of organic and paid social
Campaign duration: 12 weeks
Beyond the campaign
The success of the campaign cemented Creative Spark’s role as a trusted strategic partner. British Gypsum was so thrilled with the results that they commissioned Phase Two of the campaign.
The campaign’s impact was so strong that British Gypsum submitted BIMlocker for the Digital Construction Awards 2025 – a testament to its industry significance.
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