Challenge

Introduce a new variant of an established product into a very conservative market. Marley Eternit fibre cement profiled sheeting is the long-established material of choice for agricultural buildings because of its outstanding durability, resistance to rot and ability to make livestock more comfortable. The challenge for Eternit and was to persuade the frame manufacturers who construct most farm buildings and the farmers who commission them - both notoriously resistant to change - to do something different.

Creative thinking

We developed a two-pronged campaign. Route one dramatised the ease with which Farmscape blends into the countryside with a witty recreation of England’s greatest landscape artist’s best-known painting, Constable’s The Haywain. The second execution was built around the copy line “The roof for all reasons” designed to work in small space ads for maximum frequency, and itemised the full list of reasons - both practical and aesthetic - for choosing Marley Eternit fibre cement sheeting and Farmscape colours.

Results

The campaign helped the Marley Eternit salesforce to achieve a 39% year on year increase in sales. The sales people also reported that their customers were remembering and talking favourably about the advertising, helping them to open doors, secure meetings and sell other products.