When new fire safety legislation was introduced by the San Francisco Fire Department, UK-based wireless fire and life safety solutions business Ramtech needed to show contractors and construction professionals how its wireless evacuation systems (WES) could support compliance. Our role was to turn a regulatory change into a clear, targeted paid media campaign that reached the right people at the right time, supporting the brand’s growth into a new American market through credible and insight-based ads.  

Though media analysis and interviews with the Ramtech sales team, we identified a clear opportunity to connect Ramtech’s product with a live industry challenge: the risk of non-compliance. Competitor analysis also demonstrated this was an approach not being taken elsewhere. By focusing the campaign on the practical implications of the legislation, the potential issues and life-saving measures it enacted rather than simply product alone, we positioned Ramtech as an essential source of guidance for construction teams navigating new fire safety requirements. This meant we were building credibility and trust as well as driving interest with a previously cold audience. 

As a cold audience to Ramtech and with a creative that related to an entirely new piece of legislation, we knew we would need to work harder to warm-up potential customers. We created a three-month awareness campaign using carousel, static and video content which allowed us to test and learn, not only reaching relevant audiences in and around San Francisco but encouraging them to take action and engage with Ramtech. The campaign directed engineers, operations teams and health and safety professionals to a dedicated, trackablelanding page, where they could access further information on the legislation and Ramtech’s WES product.