TRUECORE® steel

Market
TRUECORE® steel is a new material used in the manufacture of residential house framing, which BlueScope Steel has launched to gain greater share of a market dominated by timber.

Although steel had been used in the manufacture of residential building frames for over a decade, the product push lacked branding to lead the growth in market share. To impede growth further, Timber Industry Associations are well organised and aggressive in their protection of market share.

Communications
Our integrated campaign aimed to position the TRUECORE® steel brand as “the future in residential building frames”.

We targeted markets within the delivery channel, including:

• Distributors and roll-formers (direct customers of BlueScope Steel)
• Project builders (large building companies that sell 95% of Australia’s new homes to consumers – sales offices at display villages)
• New home buyers

The campaign featured a direct mail to the business owner/senior management of large project home builders. This element of the campaign was heavily personalised and focused on the business opportunity available for each channel partner.

Recipients were invited to a round-table meeting. The meeting demonstrated to the project builder the serious business opportunity available; to differentiate their brand and take advantage of increasing market demand for houses with building frames made from TRUECORE® steel.
Builders were also shown concepts for co-branded TRUECORE® steel advertising, featuring their own logo and contact details.

New home buyers, however, were targeted when they were actively seeking information on new homes:

• by advertising in regular home focused inserts within metropolitan newspapers
• by co-branded advertising in local newspapers near project builders equipped to offer building frames made from TRUECORE® steelM
• at home shows such as the HIA expo
• with PR editorial in home focused newspapers and magazines
• through the distribution of detailed information in brochures and online

Other elements in the campaign included collateral, Metropolitan press, POS and truck curtains.

Results

• BlueScope Steel increased market share by more than 50% in the first two years.
• The take up of TRUECORE® steel by channel partners in the first two years exceeded volume expectations by 20%.
• Consumers and builders alike are recognising TRUECORE® steel in the same light as COLORBOND® steel – a trusted, industry-leading brand.