From campaign character to commercial asset.
My role
- Creative direction
- Creative platform evolution
- Integrated campaigns
- Brand stewardship
- Multidisciplinary team leadership
Meet Max.
The most excitable plumber in Hartlepool.
Introduced in 2014 as the face of PolyMax, Polypipe’s push-fit plumbing system, Max gave the range a distinctive personality in a traditionally functional category.
From 2016 onwards, I took creative stewardship of Max, developing the character across campaigns, digital, trade, retail and promotional activity.
Evolving the platform, not reinventing it.
Rather than creating a new campaign every year, we built on an idea customers already recognised. Over eight years, Max evolved from campaign mascot to long-term commercial asset, adapting across partnerships, promotions and integrated campaigns while remaining instantly recognisable.
2014
Introducing Max
Max launched as the face of the PolyMax range, giving the brand a distinctive character in a traditionally functional category.
2016
Expanding the platform
A partnership with Doncaster Knights took Max beyond traditional advertising, reinforcing the character in a new context while keeping him fresh.
2018
Driving engagement
Live Life to the Max encouraged nationwide merchant participation, proving the character could adapt to new ideas without losing his identity.
2022
Generating demand
Mission Max brought years of creative development together in one fully integrated demand generation campaign, turning a familiar character into measurable commercial performance.
Mission Max.
PolyMax was a great product. The challenge was getting installers to try it. We believed that once they did, the product could do the convincing.
The strategy was simple: get free samples into as many installers’ hands as possible.
Years of creative stewardship meant installers already knew Max. So, inspired by the world of spy films, we gave him a new mission: get his hands on the free samples before they did.
‘Get yours before Max gets them all.’
The idea turned a simple sample offer into a playful campaign spanning digital, social, trade and retail.
Results
Mission Max turned years of creative stewardship into measurable commercial growth, driving unprecedented interest and sample demand for the PolyMax range.
9,235%
Increase in website traffic
£2m+
Value generated through sample requests
2,352%
Marketing ROI
"The success of this campaign has literally taken our breath away. We weren’t expecting the uptake on sample requests to be anywhere near as positive as it has been.”
Julie Farmer, Channel Marketing Manager, Polypipe Building Products
