Boral has been making terracotta and ceramic roof tiles for more than 60 years. Tiles, in general, is a waning category due mainly to aggressive advertising of its rival: painted corrugated iron. Starship was asked to help Boral differentiate concrete tiles, traditional terracotta tiles and the new profile designer terracotta tiles in the minds of the public. Boral also wanted to increase sale volumes sold to both supplier and straight-to-home channels and increase product value propositions.
Both the more traditional Terracottas’ and more modern Ceramics’ value proposition is not well-understood. Boral intends to increase sales (and improve sales mix) by defining and communicating a better value proposition. We needed to create a demand for roof tiles in a price-driven competitive environment. Both customers and builders currently prefer to scope for corrugated iron as it’s seen to be cheaper, but interestingly, they tend to use tiles when promoting their housing options to the customer, as the product is easier to differentiate and looks more ‘valuable’.
The New Terracotta range is a premium, modern looking tile, positioned above Traditional Terracotta tiles. Starship chose high-quality artistic photography, showcasing their beauty supported and content focused on their long lasting durability – over color bond roofs. The campaign involved TV and Cinema to Architects, EDMs to relevant large buyers, online on Boral site and support sites and brochures to architects, builders and customers.
User Experience (UX)
Information Architecture (IA)
SEM and SEO strategy
User Interface Design