Effies
Australia
Next Generation
Agency
gyro
Client
USG Boral
Awards
Bronze
New Product or Service
Case Study
Summary
How do you launch an all-new product for a newly formed company against an entrenched competitor to a target not known for embracing (or even wanting) new products? That’s exactly what USG Boral faced when it launched its new lightweight, premium priced plasterboard to installers across the Australian market.
To succeed the team knew we’d have to do more than just promote lighter weight, but connect on a more emotional level. We’d need to bring to life the real impact that their current methods were having on their business and their bodies over the course of an entire job.
Case study
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Credits
| Executive Creative Director | Doug Kamp | ||||||||
| President | Mike Hensley | ||||||||
| Head of Account Management / Author | Chris Hill | ||||||||
| Creative Director | Ted Wahlberg | ||||||||
| Creative Director | Andy Mamott | ||||||||
| Director of Marketing | Jeremy Verstraete | USG Boral |
Category Sponsors
New Product or Service
