Lafarge

In an industry where marketing communications tend to be relatively formulaic, the need for lateral creative solutions is key. Lafarge are committed to communicating their truly innovative approach through their marketing material, and this was certainly the case for the recent launch of their new water resistant plasterboard product.

With a clear knowledge of their key customers and prospects, and a really strong product differential, Aqua board was launched through a highly targeted direct mail campaign which has played a fundamental role in phase one of the Lafarge Aqua board launch.

A leader in their field, Lafarge wanted to demonstrate their innovation through the introduction of the first non cement plasterboard with unique water resilient properties and technical performance. This was made possible with the Just add water concept – key decision makers were targeted with a 4 part direct mail campaign which kicked off with a striking ‘just add water’ experiment kit. To support this a 3 part, weekly mailing campaign took place to reinforce and remind targets as to the values and properties of this unique product.

Package colour was dual purpose; attention grabbing as well as reflecting the individual shade of the product. This campaign communicated a real ‘see for yourself’ confidence in the new product which has been warmly received by the market.

The communication continues to be supported through targeted press advertising, literature and point of sale which is being rolled out throughout the UK.