Viridian Glass is one of Australia’s largest glass providers, and is Australia’s only manufacturer of float glass and hard coat performance products. Starship was briefed by Viridian Glass to launch its ‘smart glass’ to consumers via a mainstream, fully integrated campaign.
Roadmap
We developed a series of messages such as ‘Talk to the glass experts’ and ‘Use Glass in Extraordinary Ways’, which were communicated via a 30 second TV spot developed demonstrating SmartGlass as the most advanced energy-efficient glass on the market. We also created a brand spokesperson who was used across all the campaign collateral. And we backed this up with a heavy social media campaign, which directed people to the website for more information and a list of suppliers. Starship also revamped Viridian’s interior and exterior fitouts of its glass selection centre, following a strategy based on the SmartGlass campaign, in order to create a visually inviting environment that would make it easier for Viridian Glass customers to make purchasing decisions. This involved creating artwork such as header boards, printed glass, custom wayfinding and information signage, livery, store frontage, and interior and exterior wall signage.
Results
Smart glass became ‘the preferred’ method of achieving a low cost energy efficiency rating when building a new home or renovating an existing one.
