Are You Ready to Refurb?
Kingspan launched a refurbishment campaign to raise awareness of upcoming 2030 EPC requirements and reposition itself as a complete building envelope solutions provider. By combining a striking visual concept with targeted messaging, the campaign highlighted how existing buildings can be upgraded efficiently, sustainably, and with minimal disruption.
Challenge
With stricter EPC requirements set to come into effect by 2030, building owners and developers face increasing pressure to improve energy performance and reduce embodied carbon.
Kingspan identified an opportunity to lead this conversation—but faced a familiar challenge. The brand was still widely perceived as an insulation provider, rather than a partner capable of delivering complete building envelope solutions.
The task was twofold: raise awareness of the regulatory changes ahead, while demonstrating how Kingspan can support customers in achieving compliance through integrated, high-performance refurbishment solutions.
Strategy
The campaign centred on a clear, future-focused message: Kingspan provides the full spectrum of solutions needed to meet evolving EPC standards.
Rather than focusing on individual products, the strategy positioned refurbishment as a practical, achievable route to compliance—highlighting how buildings can be upgraded.
Messaging was tailored to key audiences, including building owners, architects, contractors, and occupiers, framing the benefits in ways that aligned with their priorities—from performance and compliance to aesthetics and long-term value.
Creative
The campaign was brought to life through a bold and highly visual concept.
A split-screen execution showed buildings before and after refurbishment. One side depicted a tired, underperforming structure beneath dark, overcast skies. The other revealed the same building transformed—modern, efficient, and revitalised under clear, bright conditions using Kingspan solutions.
The line “Are you ready to refurb?” was seamlessly integrated into the scene, reinforcing both urgency and opportunity. The contrast created an immediate visual impact, clearly communicating the benefits of refurbishment while prompting audiences to consider their own buildings.
Results
The campaign successfully elevated awareness of upcoming EPC requirements while repositioning Kingspan as more than an insulation provider.
By focusing on outcomes rather than products, it helped shift the conversation towards whole-building solutions—demonstrating how refurbishment can deliver compliance, improved performance, and enhanced visual appeal.
The result was a more engaging and accessible narrative around a complex regulatory challenge, encouraging audiences to take action and engage with Kingspan earlier in the decision-making process.