TARMAC – NEW LANGUAGE
For Tarmac Mortars and Concrete products, a new visual design language and tone of voice changed negative associations with road surfacing material.
To generate greater awareness of Mortars and Screeds within its sector enabling Tarmac to compete more effectively.
An in-depth focus group revealed that customers were confused and deluged with heavy technical information. While important for specifiers, it did little to help reach new customer markets and explain in simple terms the product range, availability, and application.
By bringing together the various regions sales teams a strategic direction was agreed. Development of a new design direction to support the outcomes of the focus groups helped to define a new visual language for the campaign. This direction was also driven with a new tone of voice for communication, together with specially commissioned location photography, this became core to the solution.
Strong creative design, a combination of high-quality print, coordinated point of sale and a national advertising campaign, delivered a dramatic change.
With 32% growth success in the first year, this approach became quickly adopted by many of the other product businesses.
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