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SHEETROCK
"The Weight Has Been Lifted"

RAN IN: United States

CLIENT
USG Corporation

Chris Baker - Product Market Manager, High Performance Panels
Tanya Earley - Director, Field & Channel Mktg.
Diane Earll - Sr. Director, Surfaces & Wallboard
Earl Fenner - New Product Development Manager
Scott Feste - Director, Gypsum Product Mgmt.
Linda McGovern - Director, Mktg.
John Reale - SVP, Mktg. & Customer Experience

AGENCY
gyro *Lead Agency

Mike Hensley - EVP
Paul Brusatori - Acct. Director
Doug Kamp - Executive Creative Director


TSMGI


SUMMARY

In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched Sheetrock Brand UltraLight Panels. a revolutionary wallboard that is 30% lighter than traditional drywall. The challenge was showing our widely varied audiences just how big a difference this madeon their backs and in their industry. A comprehensive campaign quantified and visualized the actual weight being lifted. And then asked the question If youre not lifting Sheetrock Brand UltraLight Panels, what are you lifting? And the results have far surpassed projections.

CASE STUDY

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CASE VIDEO


Hero Medium: Print

Medium Featured On Video: Interactive, Print, PR, Retail Experience, Guerrilla, Events, Packaging, Consumer Involvement, Trade Shows

Audience: Brand Influencers

Objectives: Brand launch

Type: Business-to-Business

Classification: Local,Regional,National

Language: English