30
CATEGORY 18:
Sponsored by
Most commercially successful campaign
WINNER: Cemex
CAMPAIGN: ‘CEMEX EVOLUTION’
C
emex is a global building materials engineers, Evolution could speed up
company and supplier of cement, workflow on site.
ready-mixed concrete and The communication was tailored to each
aggregates. In the UK it also supplies target group; the guiding principles being
asphalt, roof tiles, concrete block to lead with design concepts for architects,
solutions and railway sleepers. and building and construction benefits for
One of its core business objectives was contractors and engineers. Ultimately, the
to drive product and service differentiation communications programme sought to
to create and sustain higher margin influence architects to specify the new
products, specifically within the concrete product for contractors to purchase it.
market. An important part of its 2007/8 Specific advertising and collateral was
strategy was to develop and launch a new developed based on research findings and
self-compacting concrete for the UK aligned to the brand essence and
market. The product was identified by positioning. Media was selected based on
rating product categories according to the ability to build fast, cumulative
market dynamics and the innovation of coverage among target groups, its editorial
existing products, size and growth potential profile and cost per thousand cover. Print
of the category and of a new value-added and online media was split 60/40.
product, margin opportunities and the A banner was added to the webpage
ability to sustain margins. aligned to the ad campaign, with a link to a
Cemex already had a product in this new campaign microsite. The microsite
category, but it was not branded in a contained more relevant content and had
customer-focussed way, and there was low communication material and plans, the kind reciprocal links back to specific product
awareness in the construction industry. of information that each target group would information. A dedicated PR campaign gave
Market research was conducted across need, and any barriers or issues they might leverage to advertising messages,
the value chain to determine decision identify, was carefully considered. For supported by an ongoing editorial
makers versus influencers and define key example, architects might identify flexible relationship programme and online PR
target groups. Each target group’s design options as a need, whereas syndication activities. A case study was also
perceived benefits, information needs, engineers and contractors were more likely turned into a video to demonstrate how the
barriers and issues were identified. Further to be focussed on noise reduction and product could be used to solve a complex
research was also conducted to test the health and safety issues. construction challenge.
initial product concepts with each group.
Engineers and contractors were Brand identity Internal comms
identified as key decision makers, whilst The brand name ‘Evolution’ was chosen to Internal activities included extensive
architects were the main influencers. The reflect the revolutionary properties of the product training and commercial plans for
key benefits for each target group were self compacting concrete, and because the launch, with targets for each target
identified by analysing perceived benefits in Cemex believed it positioned the product as group. Print and online advertising had the
a perceptual map. Research illustrated a the natural successor to traditional formats. same theme and key messages, with format
clear need to position the product Communications were focussed around and copy tailored for each media.
differently for the two target groups, due to the concept of ‘flowability’ – considered to Employees were informed of the
their differing needs and perceived benefits. be the brand essence of Evolution. For campaign via an internal newsletter and site
The perceptual map provided a foundation architects, the message was that it turned communication material such as framed
for the positioning for each target group. bold ideas into concrete, creating flowing posters and a 22 metre long stairway
To develop relevant and effective lines and spaces. For contractors and banner at the head office. The ad campaign
was also translated into an exhibition stand
which was used at customer events to
promote the new product.
A pilot launch – commencing with
online awareness and prospecting mailers,
proceeded the national launch which was
supported by an integrated campaign
including trade press advertising.
Sales increased by 53 per cent year on
year – by £5.4 million. With a 25 per cent
margin, the campaign achieved a ratio of
19:1 incremental profit against investment
– the total cost of the campaign being
£70,000. It also prompted ad recall from
six to 18 per cent and increased brand
awareness by five per cent.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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