Advertiser: USG
Agency: GYRO
Category: Copywriting
Advertising campaign: THE WEIGHT HAS BEEN LIFTED 2.0
Creative Director: Andy Mamott (GYRO Chicago)
Account Manager: Chris Hill (GYRO Chicago)
Chief Creative Officer: Christoph Becker (GYRO)
Account Supervisor: Ken Wagner (GYRO Chicago)
Executive Creative Director: Doug Kamp (GYRO Chicago)
Planner: Mike Hensley (GYRO Chicago)
Illustrator: Robert Frolich (GYRO Chicago)
Art Director: Mark Sedlacek (GYRO Chicago)
Photographer: Andrew Martin (GYRO Chicago)
Production Manager: Natalie Snyder (GYRO Chicago)
Creative Director: Ted Wahlberg (GYRO Chicago)
Copywriter: Greg Fioretti (GYRO Chicago)
Campaign Description
In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched SHEETROCK® Brand UltraLight Panels FIRECODE® 30, a revolutionary commercial wallboard that is up to 30% lighter than traditional 5/8” drywall. The challenge was convincing our widely varied, and skeptical, audiences just how big a difference this made—on their health, their business and the industry. A comprehensive campaign quantified and visualized the actual weight being lifted. And then asked the question “If you’re not lifting SHEETROCK® Brand UltraLight Panels, what are you lifting?” And the results have far surpassed projections.
Implementation
Extensive use of usg.com, myusg.com, lwsupply.com, twitter.com, facebook.com, youtube.com and an in-house database list for E-mail notification. And, internal communication assets, such as customer service on-hold messaging, “Gypsum Insight” E-newsletter, “Space & Structure” E-zine,” “Dealer Marketing Center,” “Sales and Marketing Resource Center” and “Build-It” tool were leveraged to generate awareness, educate our audiences and stimulate interest. A microsite (TheWeightHasBeenLifted.com) translated into three languages served as the central source of information, featuring product detail, white papers, peer-to-peer testimonial videos, where-to-buy locator, media repository and weight savings calculator. • Lightweight Mobile Tour that stopped at 141 locations (big box and dealer). • Geo-targeted traffic/weather radio was purchased in three key retail markets, totaling 280, :15 reads. Targeted :15 live radio spots drove customers into retail outlets, where a Lightweight Mobile Tour and retail POP program put product in our audience’s hands.
Effectiveness
• Combined paid and earned impressions reached 33m--40% more than our goal.• Between September 1, 2011 and November 30, 2011, geo-targeted radio ads resulted in 5% retail sales increase (spanning a two week period around the Lightweight Mobile Tour stops). • Survey’s prior to mobile tour said 80% of audience had never or rarely used FIRECODE® 30, post event results indicated that over 90% will use the product on every applicable job. • Since the commercial availability of the product, USG has realized double-digit margin improvement.• Volume of product shipped is on target to surpass goal by 34%.• Demand drove USG to accelerate their national distribution plan, which was completed in nine months.• As of August 31, 2012, USG is the only manufacturer to achieve national distribution in the lightweight 5/8" wallboard category, with product available in more than 2,200 big box retail establishments alone.