How do you turn a sales campaign into a must-attend event?
When a sell-out campaign is fully embraced on the ground
The challenge: keeping a sales campaign alive over time
Every building manufacturer knows this scenario. You design a sell-out campaign, produce the materials, brief the sales force… and three weeks later the point-of-sale displays are gathering dust in a corner of the builders' merchant. The challenge is never to create the campaign, but to keep it alive on the ground!
For Nicoll, a French manufacturer of PVC plumbing and sanitary solutions since 1956, this question was especially pressing in 2026. The brand is celebrating its 70th anniversary — the perfect opportunity to give an exceptional dimension to a campaign already well established in the landscape: the Cocorico Days.
It was in this context that our communication agency specialising in the construction, building and housing sectors was tasked with evolving the campaign and designing all the tools and communication for this anniversary edition: the Cocorico Birth'Days.
The special 70th-anniversary edition: 9 months of activation, from the builders' merchant to social media
The Cocorico Days are a recurring sales campaign by Nicoll. For the 70th anniversary, Convergence evolved them into the Cocorico Birth'Days — a special edition that turns the campaign into a genuine 9-month event, from March to November 2026.
The mechanic is simple and effective: 1 box of PVC fittings purchased = 1 personalised 70th-anniversary t-shirt + 1 chance to win €1,000 worth of prizes in a monthly prize draw. Prizes designed to appeal to installers — tools, an iPad, AirPods, work trousers, a pipe cutter — and a collector's t-shirt that becomes a visibility vector on worksites.
But the real strength of the campaign doesn't lie in the promotional mechanic. It lies in the activation ecosystem around it: Cocorico Birth'Days events held at points of sale across France — breakfasts, technical mornings, social gatherings — that turn a purchase into a moment of connection between the brand, its sales teams and installers.
Convergence designed and produced all of the campaign's tools: the visual identity of the anniversary edition, the design of the packaging and the collector's t-shirt, point-of-sale display materials, social media communication and emailings.
The design principle was clear: create tools that the sales force wants to use and that distributors want to showcase. No complex scheme, no heavy operational mechanics. Impactful visual materials, a mechanic simple enough to explain in a few seconds at the counter, and a regular activation calendar that gives the sales force concrete reasons to keep coming back to the builders' merchant throughout the year.
The result: a campaign that was rolled out across several hundred points of sale throughout France, with activation days relayed both by Nicoll's sales teams and by the distributors themselves. On social media, the campaign generated strong organic visibility — installers in 70th-anniversary t-shirts on worksites, photos of the in-store events, spontaneous shares from the Nicoll community.
RESULTS
When the field takes ownership of the campaign
The real measure of a sell-out campaign's success is how far it is embraced by those who carry it day to day. On that count, the Cocorico Birth'Days hit their target: Nicoll's sales force made the campaign a natural pretext for energising the relationship with its distributors, organising highlights at the builders' merchant and building connections with installers.
The in-store activation days, the breakfasts and the technical mornings turned a promotional campaign into a genuine relationship programme.
This project illustrates a specific expertise of Convergence, the communication agency specialising in the building, construction and housing sectors: designing sales campaigns that go beyond the promotional mechanic to become real levers for network activation, brand preference and field engagement.
Would you like to energise your distribution network and create a recurring event with your installers?
Our finest collaborations, told by the people who know them best
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
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