Challenge

Fermacell is an “almost too good to be true” building board: stronger and more versatile than plasterboard and made from 100% recycled materials, so it is more environmentally friendly than engineered woods such as OSB. One of the main obstacles to sales growth was sheer inertia. People in the industry were not fully aware of Fermacell’s advantages - and not quite unhappy enough with the alternatives to change the way they worked and get people talking. Above all they needed to generate enquiries for the sales force.

Creative thinking

The Fermacell orange is familiar throughout the industry, so we had no hesitation in building our campaign around it. We developed two integrated campaigns, encompassing press ads, product cards and online banners. One promoting general awareness of the brand to all potential specifiers and users with the emphasis on its impeccable green credentials. The other specifically aimed at the fast-growing Offsite/Modern Methods of Construction sector. With its strength, versatility, sustainability and up-to-room-size boards, Fermacell is perfect for this market.

Press ads and product cards for each campaign had already begun to run when the two complementary banner ads were placed on rotation on the Building Online and Building Design Online websites.

Results

The two online campaigns generating 146 unique click-throughs to the Fermacell website in the first month, rising to 191 in the second. A healthy 337 online responses in two months.