A launch designed to naturally stand out
Background
As Australia’s fibre cement specialist, Innova was now expanding its pre-finished façade range with Earthstone.
An innovative fibre cement panel with the natural beauty of concrete and stone. But without the complex construction and maintenance these materials can demand.
Challenge
Launching Earthstone presented an interesting tension. Architects want raw, natural texture and design freedom. Builders want low risk, easy installation and low maintenance.
How could we speak convincingly to each audience, and at the same time, stand out with a launch-worthy campaign?
Solution
Standing tall. Enduring the elements. We showcased the raw beauty of Earthstone in its natural surroundings. A wild coastline. Stark desert dunes. Native bushland. A lush rainforest. At the centre of it all, a single sheet. One of a kind for Innova.
That same idea flowed through the campaign line, ‘Inspired by nature. Designed to endure.’ Across digital, social, print and shopper, the message was designed to flex to each specific audience. This was one launch. One bold idea. Many different reasons to choose Earthstone.
The Scooter difference
We make sure brands are seen and believed.
We dug into each audience and what influences their decisions from start to shop. That understanding gave us one distinctive campaign platform that could work harder at every step.
