A product launch to stand out.
We were challenged to develop a creative campaign, to support the launch of Gyproc’s new ready mixed fillers range. The product launch needed strong, eye-catching creative that spoke to both the end user and distributors.
Trying to establish a new range of fillers for this market was going to be a challenge. The products were tested and designed with the end user in mind. A number of brand workshops and focus groups were run to help shape the USPs for the new range. Within the range are 3 fillers designed to tackle all types of wall repairs.
Creating suspense and attitude…
The campaign idea was shaped around the well known Goodfellas film. We knew this would resonate with the audience. A simple but effective play on words helped us elevate the products away from the normal noise.
The photography captured the rugged, robust and assured qualities of the products, which aligned with the overall campaign theme.
Collaboration with local artists
Our Art director collaborated on a two day photoshoot with local photographer Ian Winstanley. The idea was based on the conceptual work and a shooting list was set up ready for the day.
Cross platform product launch
We chose a multi-channel approach to the rollout of the marketing campaign. This varied from, traditional trade advertising to point of sale and an online strategy through trade forums, facebook ads and email.
“The team at YST helped us to push the creative boundaries on our new product launch. They developed a brand new look and feel that would resonate with our target audience and stay with them. The team were extremely dynamic in helping us adapt and develop the campaign as it matured to ensure maximum output. This is hands down one of the most fun campaigns I have ever worked on“
Hannah Wall
Product Range Manager