Agricultural, Industrial & Building

All related products, materials, tools and services.

FILTER BY:

PROGRAM

2008 SILVER

Down With Dust

The challenge was to create awareness, stimulate trial and increase sales of USG's revolutionary dust control joint compound that dramatically reduces airborne dust during drywall sanding. The primary target--drywall contractors and remodelers--is notoriously unwilling to try new products, no matter the benefit. Through integrated communications that included trade and online advertising, direct mail, web site and public relations, each echoing the memorable anthem "Down With Dust," the campaign broke through the resistance barrier and launched the product to greater success than either client or agency had hoped for.

Brand: Sheetrock
Client: USG Corporation
Agency: HSR Business to Business
Language: English

2008 BRONZE

New Product Development Lab

This is the story of a little brand, Integrity Windows and Doors, aggressively taking on vinyl - the Goliath of the category - and making a dent. We credit our success to breaking with convention in messaging, creative and contact planning. We boldly positioned Integrity, selling products made of a composite fiberglass, as an alternative that leaves vinyl in the dust (aka kicks vinyl's a**). This bravado-filled attitude fosters a real connection with our Modern Maverick builder target, while the hyper-competitive message clearly communicates that vinyl windows just aren't good enough anymore.

Brand: Integrity Windows and Doors
Client: Integrity Windows and Doors
Agency: Martin Williams
Language: English

2007 GOLD

Brave New Tractors

New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intrusion media strategy choreographed to launch during the peak of the purchase consideration period. This allowed New Holland to reverse years of sliding market share and post a 9% increase in overall tractor sales. This campaign, the company's most successful marketing program to date, also helped New Holland exceed its objective of increasing dealer satisfaction by 27%.

Brand: New Holland
Client: New Holland North America
Agency: Colle+McVoy
Language: English