GIB

This is an awareness campaign that needed to build positive feeling around GIB® and our key metrics:  NPS results, staff satisfaction, sales and research sentiment. We needed staff, the building industry, and the NZ public, to clearly see the positive difference we make to their jobs, lives and the country as a whole. In simple terms, we help make building easier in NZ. GIB® had taken some knocks in recent years, so we needed to get our story out there: we are in all communities as a force for good, helping build a better NZ together, and have been for nearly 100 years. We wanted to build strong brand loyalty and be the obvious choice for the value we offer, regardless of any price comparison that may take place.

Building in NZ is paved with obstacles and unknowns. It is complicated and can feel like everything conspires against you. In this environment, trust and certainty are the true markers of value. Customers want to be dealing with great companies that simplify things and make them easier. They want products and services that provide confidence; the real win is being one less thing to worry about.

We created a nationwide campaign in video, radio and digital that targeted the building industry, architects and specifiers with the key message that GIB’s  constant mission was ‘Making it easier to build a better NZ together.’ It was a nod to the industry that they are the real heroes, out there building amazing things for this great country, and we want to support them every way we can. A better New Zealand means better buildings, lives, jobs, communities, environment, industry and economy. Staff were proud of the work and our value for money metrics also went up.