The Colorbond® brand understands that Aussies want to be involved in the creative process of building and renovating their own homes, and have fun doing it. We wanted to remind people that Colorbond® is more than just a roofing material and that it is an integral part of building for their family’s future. The campaign was extended into all media channels via the Miller family and Andy’s obsession with Colorbonding.
Customer insight work revealed that many tradies considered purchasing their own mini excavator but that barriers such as cost and logistics often stopped them taking action. Working with WesTrac, we developed the “tradie bundle” including a mini excavator, basic attachments and a custom designed trailer. A $ per week cost was provided (instead of a pa finance rate) and market share climbed from 8th to second.
Commercial architects are are charged with finding a balance between creating work that is new and inspirational, designing buildings that last and meeting budget pressures. Although they need their designs to be new and innovative, they need their building materials to be proven and dependable when it comes to performance and durability. The launch of next generation Zincalume had to position the brand as bringing new and innovative possibilities with little or no risk.
Messaging and value proposition were extended from the brand advertising, however an additional insight for POS included the ability of the roof colour to lead the colour scheme for the entire house exterior. Home-buyers loved the interactive nature of the POS display and so did the judges. Awarded both the National and International PopEye Award for Permanent Retail Marketing Display.
Even though it is a B2B marketer, Caterpillar® is one of the world’s leading brands. Our task was to develop brand guidelines that would comply with and leverage the Cat brand but also lay foundations to allow WesTrac to build its own brand position and promote its own value proposition to a vast range of different customers. Our process included customer insight work, brand pyramid workshops, positioning statement and visual guidelines.
One of the key challenges of growing the residential steel framing market is the shortage of skilled trades, including framers, plasterers, plumbers and electricians. In addition to driving consumer demand, BlueScope set about providing education resources for builders, trades and TAFEs. A comprehensive menu of how to videos, data sheets and tools required was made available online and CD (for TAFE) in a friendly, simple tone.
Guttering installers are varied in size, from large businesses to self-employed tradies whose office is their ute. We learnt that installers are largely responsible for the specification of guttering but consumers specify the colour. Our strategy was to empower installers and homeowners by providing them with decision making collateral and quoting pads listing trademarked Colorbond® colours. Guttering Installer Support Kits were made available online.
Whilst architect designed homes form a very small percentage of the Australian market, they do provide inspiration for homeowners and project builders alike. Steel Profile magazine (owned by BlueScope) ran a promotion to encourage Architects to enter their homes featuring Colorbond® steel in the design. Finalists then had their homes featured in a DPS in Real Living, Australian House & Garden, Inside Out and Homes +.
Colorbond® is much more than a building material; it’s a much-loved brand that is an essential part of Australia’s built environment. To celebrate its 50th birthday, Carlon Leong helped create a coming of age “anthem” campaign to mark new levels of sophistication reached by Colorbond®. Shot and directed by Jeff Darling, the TV campaign was extended to include print, online display, social media, POS and sales support material.
Our job was to inform consumer and trades that not all pre-painted steel is Colorbond® steel. The GEN-U-WIN promotion had to reassure distributors that the Colorbond® brand had equity with both consumers and trades as well as generate additional sales within the promotion period. The national promotion was delivered by likeable eccentric, Andy Miller, the characterful brand ambassador helping to position the Colorbond® brand.
Customers of Goodman Fielder Food Service were confused about the identity of the company and were no longer sure what the business stood for. The company had undergone an acquisition and a name change, which was then followed by a quick divestment and name reversal. Carlon Leong managed a comprehensive branding process, including internal stakeholder interviews and workshops, development of several brand territories, territory testing with customers and final brand positioning recommendations.