Advertising isn’t always about pushing a product for a direct sale. It is also about building profile, increasing front of mind positioning and communicating values to your customers and your target industry as a whole. Choosing the right media, ensuring off page impact and strong brand reinforcement are all key components of successful brand advertising campaigns.

GTEC

Lafarge Plasterboard launched their new commercial range brand GTEC in March 2008. In order for the new brand to successfully infiltrate the market, we planned and executed an advertising campaign targeting the major industry and trade publications to ensure stockists, builders, architects, contractors and customers were reached.

Running over 8 months the campaign kicked off with teaser ads before leading to generic service and system lead adverts, new GTEC product packaging and product lead adverts such as the innovative new GTEC Aqua board.

The GTEC advertising campaign has been fully supported by an integrated marketing communications campaign including internal launch event, direct mail, customer communications, stockist packs, point of sale merchandise and a literature overhaul.