Challenge

Marley Eternit fibre cement profiled sheeting’s traditional market was the agricultural sector, but the company had long felt that its durability and resistance to all forms of corrosion made it equally suitable for roofing industrial buildings. Having recently refreshed agricultural sales with the delicately tinted variant, Farmscape, Marley Eternit decided to try a similar exercise in the industrial marketplace - one in which they had much less presence to build upon. 

Creative thinking

The solution was to maximise impact with a small budget by creating synergy with the widely seen Farmscape campaign. 

This had featured a wittily adapted version of Constable’s Haywain, so for Induscape we played fast and loose with another great painter’s work. And who better than the master of the industrial landscape LS Lowry?

Results

Marley Eternit had previously promoted the basic profiled sheeting to the industrial market, generating an average of 26 replies per insertion. The Lowry-esque approach more than doubled this to 57 enquiries per insertion.

This resulted in a 24% increase in industrial sales, and Marley Eternit were especially gratified that the increased sales included 6 very large projects.