How we helped the guy next door make a smart decision.

CSR Bradford

Sector

Retail

Services

Concept

Production

TV

Social

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Background

CSR is the name behind some of the market's most trusted brand names in providing building products for construction. Like Gyprock plasterboard, Bradford insulation, Monier rooftiles and lightweight Hebel.

Objective

Our first task upon winning the business was to relaunch Bradford, building upon its rich heritage.

Campaign

We created a long-term campaign with ongoing characters Brad Ford and Ian, his neighbour, to talk about new products as they were released, from the Bradford Solar & Tesla Powerwall to Bradford Black insulation. The two blokes don’t have a lot in common but do spend a fair bit of time talking over their shared fence about stuff. Each campaign spoke to the ease of installation and the hands-on nature of the product, something unexpected in this category.

Results

Launching in September 2018, Bradford experienced a significant uplift in awareness and enquiries.

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