Knauf is a leading multinational producer and supplier of building materials and constructions systems. In the UK the brand is synonymous with high-quality plasterboard. However, this level of awareness came with a challenge: how do you get your target audience to also see you as a manufacturer and supplier of a much broader range of innovative products and systems?
Knauf commissioned us as the lead creative agency to create and drive an engaging multi-channel campaign to raise awareness of its other categories of products to a broad audience of influencers, buyers and decision-makers.
We led a multi-agency team that included new partners, construction sector specialists, PR and paid search specialists. Initial desk research for the project and in-depth discussions with the client revealed two key insights and these were used as the springboard for our creative and conjured a world where unsuspecting Knauf customers were confronted with breath-taking spectaculars and unmissable extravaganzas. All they needed to do to be part of the jamboree was (literally) look past the plasterboard.
We took a consumer-focused sensibility and applied it to a sector whose marketing can be slightly stuffy. We created and animated the spectacular set pieces and, with our partners, made a coordinated push through all available channels, driving traffic to the dedicated campaign site, https://morethandrywall.co.uk
Press ads, paid search, remarketing, social media and email was supplemented by a stand out direct mailer and the introduction of a popular online game, Unmissables, which riffs on the central campaign idea of amazing events and happenings that should not be missed.
Challenging the accepted norm for construction marketing paid dividends on this campaign – the change in approach for Knauf in terms of eye-catching visuals have proved to be a game-changer in terms of brand awareness.
Amrik Sanghera, Knauf Marketing Campaign Manager quotes “The campaign allowed Knauf to break through and communicate non-core products to new audiences. ifour considered the relevant channels available and maximized these through execution. Using a through the line approach (from direct mail, print to microsite and emails), ifour understood the challenge of communicating to our various customer segments and provided a relevant solution.”