2023

NYX Awards - 2023 Grand Winner Winner

Report: Circular Economy In The Construction Sector

Entrant Company

Ulled Asociados

Category

Content Marketing Strategy - Publication

Client's Name

Deceuninck Iberia

Country / Region

Spain

Experience Level

Agency

Deceuninck is a leading manufacturer that develops innovative products for windows and doors, outdoor living, façade and roof cladding and interior design, focusing on high performance and, above all, sustainability.

Created in 2019, the Deceuninck Observatory for the Circular Economy (ODEC) is a platform for market and trend research on sustainable construction, energy efficiency and design. It is a logical evolution of Deceuninck's activity, whose commitment to circular thinking involves transforming 100% of recovered material into new window and door systems. Following the success of ODEC’s first Panel, Deceuninck challenged Ulled to create a new study in 2022: Circular Economy In The Construction Sector - The Citizens' Opinion. Its aims were to:

• Demonstrate the importance of the concept of circular economy in the construction sector, which is responsible for generating vasts amounts of waste and using large amounts of natural resources;

• Assess the general public’s perception and knowledge about this topic, and how it impacts behaviors and the willingness to purchase eco-friendly products and materials.

The study was divided into two main blocks:

The Citizens’ Perception: Survey featuring a sample of 1,000 people aged 35-65 living in Madrid and Barcelona, and 500 people aged 35-65 living in the metropolitan area of Lisbon.

The Experts’ Opinion: One-to-one in-depth interviews with 12 leading experts from construction, architecture and the window industry. These complemented and contextualized the information obtained via the general public survey.

The study was presented on 15 November 2022 at the Madrid College of Architects. The event featured a panel with 5 of the study experts moderated by a well-known TV presenter, followed by a cocktail.

Receiving excellent feedback from senior management, the report succeeded in extending the value proposition of Deceuninck and solidifying its positioning in the new green economy – something that translates into a clear competitive advantage in what is a very competitive market. The media gains were also extremely positive: the report generated 1.2 million euros of AVE, gaining coverage across a wide selection of generalist and trade media in Spain.

Credits

Project Director
Antonio Criado
Project Manager
Mónica Peláez
Account Executive
Ana Cabello
Junior Account
Paula Díaz
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Category

COVID-19 Related - Education

Country / Region

United Kingdom