Sponsored by The Think Tank 
This award recognises the most effective Go-To-Market (GTM) campaign for a product, service, brand, or initiative launched within the construction and built environment sector.
The campaign may support any stage of the product or service lifecycle, including launch, relaunch, repositioning, or market expansion, and must demonstrate strategic planning, audience understanding, and measurable success.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with product lifecycle stage and wider business goals - Audience (10 points)
Understanding of the target audience and how the campaign engaged them effectively - Innovative and creative (10 points)
The extent to which the campaign demonstrates creativity, originality, or innovation in approach - Cost effective (10 points)
Efficient use of budget and resources, demonstrating strong value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Clearly defined the product or service lifecycle stage (e.g. launch, relaunch, repositioning, or expansion)
• Demonstrated how the GTM strategy aligns with wider marketing and business goals
Audience
• Identified and understood the target audience, such as architects, specifiers, contractors, developers, or merchants
• Demonstrated how messaging and channels were tailored to reach and influence that audience
Innovative and creative
• Developed a distinctive and effective GTM strategy and campaign approach
• Demonstrated creativity in positioning, messaging, or channel selection
Cost effective
• Demonstrated efficient use of budget and resources across the campaign
• Delivered strong value relative to investment
Measurably achieved
• Provided clear evidence of outcomes such as awareness, adoption, lead generation, or sales performance
• Demonstrated how the campaign delivered meaningful commercial impact
Industry-specific examples might include:
- Launching an innovative insulation product to the retrofit market
- Repositioning a building technology brand to target digital-first contractors
- Introducing a service-based offer, such as asset monitoring or consultancy, to a new client segment
- Driving adoption of a new offsite solution through CPD and early engagement strategies
- Relaunching a legacy product with a sustainability-led narrative
Judges will look for campaigns that are grounded in lifecycle thinking, tailored to the audience and market context, and deliver clear and lasting commercial outcomes.
