Building stronger relationships with ZINCALUME® steel - Stage 2
Carlon Leong has recently launched stage 2 of the ZINCALUME® steel campaign for BlueScope Steel. The integrated campaign features a direct mail piece to 15,000 architects, designers, commercial builders and roofing contractors as well as advertising in leading architectural and building magazines. The primary objective of the campaign is to launch the new, improved features of ZINCALUME® steel in the context of BlueScope Steel's continued commitment to protecting and enhancing its customers' reputations.
For creative impact, the direct mail piece was screen printed on 15,000 pieces of genuine ZINCALUME® steel. One side asks the question "What's behind every piece of ZINCALUME® steel?" and the other side answers the question by detailing ZINCALUME® steel's new product features and BlueScope Steel's commitment to its customers. The advertising features similar, integrated creative.
Although it is primarily an awareness campaign and not a response driven campaign, the creative included a response mechanism that allows the client to gauge the impact of the campaign and refine the contact data for the commercial and industrial building market.
Two weeks after the launch of the campaign the response rate is significantly higher than expected at 7.8%. The advertising will run for another four months after the direct mail piece was lodged.
"Producing the campaign was both challenging and rewarding," said Bruce Leong. "It was certainly a complex mission and most of the processes were not 'off-the-shelf' because we were dealing with steel instead of paper. After the steel pieces were screen printed they had to be individually sealed in cellophane sleeves, letters were attached and then the whole piece was placed in custom-made wallets to be approved by Australia Post. It wasn't exactly a walk in the park but, going by the results to date, it seems to have been well worth it."
| Direct Response | 7.8% |