Cemex

Driving conversions with a new kit

Since 1862, builders of Britain have been tackling the toughest of jobs with Rugby bagged cement products. With the range receiving a packaging design update to improve shelf appeal and to make it easier to choose the right product, we worked with Cemex to develop an integrated campaign to relaunch the range’s ‘new kit’.

Full Description

Inspired by Rugby’s heritage, the campaign adopted a rugby-themed approach, with a bold design and adaptable messaging tailored to merchants and tradespeople. Weaved throughout the campaign, rugby references added a playful twist: Rugby cement ‘Gives you the advantage’ and ‘Gets every job over the line’, for instance, and merchants and tradespeople were invited to ‘Give it a try’.

The campaign was delivered with a phased approach, beginning with teaser messaging and visuals building to the full launch with a range of assets being created including: press ads, PR stories, digital ads, social and web graphics, email, direct mail, events, POS and livery.

graphic showing: +40% Sales Volume increase with key merchants, 1:25 ROI, +44% web traffic increase

'New Kit Coming Soon' teaser web banner showing a hint of the new bag design on a green rugby shirt background

Rugby social grpahic visualised on a phone screen.

Rugby Premium press ad shown in magazine with headline 'Gets you over the line'

Two sides of Direct Mailer shown with 'New Kit' headline.

Two Posters shown on a wall with headlines 'Cement that gives you the advantage' and 'Lead the change to a better future'

Front and back shown of application cards giving product details

Event stand showing Rugby campaign grpahics and 'Cement that gives oyu the advantage' headline

Photograph of Bean Bag game using campaign visuals

Open Merchant booklet spread using campaign graphics

Hand scamped visuals of initial design ideas. Cement bags shown on grass

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Driving conversions with a new kit

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