fermacell Gypsum Fibreboard is a high performance multi-purpose board that combines the properties of solid blockwork with the installation speed and flexibility of conventional drywall techniques. However, while the benefits speak for themselves, fermacell was still being seen as just an alternative to plasterboard, rather than an inventive solution in internal space planning. Our job was to change perceptions and highlight the product’s many unique benefits.
How did we do?
Our approach was to place fermacell firmly in the minds of large-scale construction contractors, as well as national/regional architects and specifiers, via a highly targeted channel-hopping campaign.
Through a series of engaging direct mail pieces, some of which ‘exploded’, we quickly established fermacell as the ‘modern replacement for blockwork’. These were supported by press, digital, social and product brochures that clearly highlighted why fermacell’s lightweight solutions are the obvious choice for heavyweight constructions.