Despite its Superbrand status in the building and construction industry, Blue Circle cement had a low brand awareness amongst 16–34 year old builders, a key market both now and in terms of lifetime value. Our brief was to make both the cement and communication more relevant to this audience.
Our insight identified that of all sectors, tradesmen have the strongest family business traditions. In fact, one in ten took over from their father: ‘My grandfather, great grandfather, and great-great grandfathers have done the same!’ This tradition is as important for younger tradesmen too as twenty per cent also plan to pass their business down to the next generation.
With this knowledge we created a new product naming strategy, which gave each of the Blue Circle cement products a family member attribute that also communicated the benefit of that product. These included The Reliable One, The Bright One, The Dependable One. To further appeal to the family focused nature of our builders, we also created an on–pack promotion, on over 3.5 million bags of Blue Circle cement, giving the chance to win family holidays.
UK Construction Awards 2019
Drum Roses 2020
‘Win a Holiday’ Promotion
Pieces of trade coverage
More likely to buy Blue Circle within the target audience (18-35 age group)
Construction Marketing Awards