AHB - Masonite Underlay Campaign
Background
Australian Hardboards has been manufacturing environmentally-friendly hardboard products for more than 50 years and is Australia’s sole manufacturer of 100% all natural thin hardboards. Their product’s raw materials are sourced from sawmill waste and the end product is natural, environmentally friendly and is free from Formaldehyde, hence their product is good for the environment and safe for customers. Australian Hardboards approached Brio Group to create a campaign for their existing product Masonite Underlay that would provide cut through in a competitive industry as well as build upon the Australian Hardboards brand itself, positioning it in a fresh new light to its primary target market: distributors and their secondary target market: tradespeople.
We created
Corporate Identity / Icon Series / Point of Sale Packaging / Pallet Wrapping / Edge Tape / Signage / Powerpoint Presentations / Advertisements / T Shirts / Pull-up Banners
Teams Involved
Brio Design
Brio Advertising
Objectives
To create a Masonite Underlay campaign that re-positions the existing product as a leader in the underlay market by focusing on its environmental angle and identifying key messages to build upon the product and in turn grow the Australian Hardboards brand. To develop a campaign with multi-consumer touch points that will have longevity in the market and have a distinct point of difference to its competitor products.
Strategic Approach
We created a concept that was centred around the environmentally-friendly nature of Masonite Underlay and highlighted how Australian Hardboards and the consumer can together make a ‘difference’ to the planet. The concept ‘difference’ works in two ways: highlighting a difference to climate change and the environment and also the difference between the product and its competitors. We created icons that illustrated each difference and builds trust in the product, i.e. 100% Australian made, 100% recycled, 100% chemical free, etc. These icons form logos that are expandable over the packaging and collateral. Joining the icon library are a team of tradesmen who form the ‘Australian Hardboard Crew’. They measure, staple and carry the Underlay to instantly define the target market. They could represent the tradesmen, distributors or retailers that are experts in the field.
Results
We carried the 100% theme throughout the Masonite Underlay campaign’s above and below the line advertising and used this concept creatively at a consumer level through the pallet packaging. This packaging is unique in the market place and is both practical and brand-savvy as it delivers key messages at a point of sale level. Further strengthening the environmental angle, the packaging uses recycled paper that is printed with a medley of the product’s key qualities like 100% sturdy, 100% brilliant, etc. To complete the packaging, the pallet edging displays the positioning statement, the ‘Masonite Underlay’ Difference. We rolled out, and continue to produce, multiple digital and print advertising and marketing collateral.
Design
Digital
Advertising
