Challenge

Build a start-up business from scratch using mainly Direct Mail. A vast factory in Belgium producing copious quantities of plasterboard was an asset for Marley Eternit, but also a problem. They set out to solve the problem by filling a gaping hole in the UK plasterboard market - for basic, no-frills board, sold online to smaller builders merchants at competitive prices via a new web-based company - Plasterboard Direct. Low prices mean low margins, so the new business had to be run on a shoestring, with a marketing budget to match.

Creative thinking

The target market was a small and clearly defined group of people, so the DM medium practically chose itself. Creatively, we created a suitably blokey, no frills brand, personified by a plain-speaking cartoon character, Direct Dan the Plasterboard Man, dedicated to driving traffic towards the all-important website and phone line. Integrated PR supported the campaign, ensuring excellent trade press coverage for Dan, who was soon joined by a growing family of brand extension characters representing different types of plasterboard.

Results

The campaign was a Direct hit, with sales increasing five-fold in the first six months. 18 months later Plasterboard Direct had 102 regular trading customers and the market share had increased from zero to 4%.