PowerPanel Launch Campaign
Kingspan launched PowerPanel, the world’s first roof panel to combine insulation and solar generation. The challenge was to position this breakthrough innovation as both premium and proven.
ArmstrongB2B® delivered an integrated, fully organic campaign that balanced impact with technical credibility. Built around “Insulate + Generate,” it drove strong engagement, generated 336 qualified leads, and created an £8M pipeline—successfully establishing PowerPanel as a market-ready solution.
Challenge
Kingspan introduced the first roof panel that both insulates and generates – a breakthrough that redefines what building performance can be. At a time when the built environment faces mounting pressure to deliver on net-zero targets, this innovation offers a way to meet energy efficiency goals without compromising on design or construction speed. Launching PowerPanel meant doing more than listing technical features. We needed to shape perception, spark belief, and drive uptake.
Strategy
Our campaign bridged that gap with a clear creative strategy: cinematic teasers to spark intrigue, followed by real-world proof and rigorous testing credentials. Visually striking and strategically grounded, the campaign was built around the line “Insulate + Generate” and rolled out across digital, social, email, video and PR.
“This campaign was as innovative as the product itself. ArmstrongB2B® didn’t just help us launch PowerPanel, they helped us shape how the market sees it. From the very first concepts, their creative approach captured the ambition and elegance of the product, while still grounding it in the technical credibility our audience demands. The result was a campaign that looked bold, felt premium, and delivered commercially. Their strategic insight, attention to detail, and creative execution were fundamental to the success of the launch.”
Head of Marketing –
Kingspan Insulated Panels UK & Ireland
Creative
The campaign was fully organic — no media spend, no paid amplification. And yet, the results were exceptional. It captured attention, built trust and delivered commercial return — powered purely by the strength of the creative.
- 41% Email Open Rate, 12% CTR, and 9.2% social engagement rate — all well above B2B benchmarks
- 336 Qualified Leads
- £8M in pipeline
- 3x projects delivered in less than 3 months
- 77k+ Video views
- 5,868 Product page views with a 5 minute dwell time
Creative
To reflect the dual nature of PowerPanel, we developed a creative direction that merged CGI precision with real world footage. We launched with a series of cinematic teaser videos. Using a dark, low-lit aesthetic, we revealed glimpses of the product’s form, materials, and textures – without giving everything away. The full launch transitioned from shadow to light, literally. We shifted to brighter visuals, real environments showing the PowerPanel system undergoing testing, surrounded by robotic arms, mounted on rigs and in motion, proof that this was real, robust and ready. The creative rolled out across a coordinated set of channels.
