SSE – RockTron


SSE backed company RockTron developed a revolutionary new technology to recycle the world’s waste from coal fired power stations – circa 6 bn tonnes. Their process separated the waste into its original minerals ready for use in manufacturing as diverse as building materials and plastics, automotive and paints. The company had encountered extreme negative PR from competitors attempting to discredit the company before it had even started to manufacture.

RockTron briefed us to develop a high profile campaign that would undermine its critics and convince a highly sceptical, and conflicted construction industry of the benefits of using Rocktron’s eco-minerals.


Our solution was born out of the frustration we felt for our client who was so clearly being marginalised by an industry reluctant to embrace new technology that would help them and the environment. We took a forgotten poem and arguably the world’s most famous star – Marilyn Monroe and created something that captured the imagination of all our target audiences and their influencers too. Using integrated digital and press advertising across three continents and all channels with new websites, content-driven PR and direct marketing – the message rang out in no fewer than 9 languages – “They said it couldn’t be done – So we did it!”


Arguably our most successful advertising campaign to date – generating £1/2 Billion sale after its first appearance in just one magazine! Its digital advertising campaign, again featuring Marilyn Monroe, generated a response rate 180 greater than the industry average.

“JDi must be the best agency in the world! Your advertising campaign for us has taken our industry by storm and virtually achieved the impossible. Thank you.”