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SHEETROCK
The Weight Has Been Lifted

RAN IN: United States

CLIENT
USG Corporation

John Reale - SVP, Mktg. & Customer Experience
Chris Baker - Product Market Manager, High Performance Panels
Diane Earll - Sr. Director, Surfaces & Wallboard
Tanya Earley - Director, Field & Channel Mktg.
Earl Fenner - New Product Development Manager
Scott Feste - Director, Gypsum Product Mgmt.
Linda McGovern - Director, Mktg.

AGENCY
gyro *Lead Agency

Mike Hensley - EVP, Managing Director
Doug Kamp - Executive Creative Director
Kenneth Wagner - Acct. Supervisor


TSMGI


BI Worldwide


Tell Your Story Brand Communications


SUMMARY

In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched SHEETROCK Brand UltraLight Panels FIRECODE 30, a revolutionary commercial wallboard that is up to 30% lighter than traditional 5/8 drywall. The challenge was convincing our widely varied, and skeptical, audiences just how big a difference this madeon their health, their business and the industry. A comprehensive campaign quantified and visualized the actual weight being lifted. And then asked the question If youre not lifting SHEETROCK Brand UltraLight Panels, what are you lifting? And the results have far surpassed projections.

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: Interactive, Print, Retail Experience, Sales Promotion, Guerrilla, Events, Consumer Involvement

Audience: Brand Influencers, Specific cultural or ethnic group

Objectives: Increase sales, volume

Type: Business-to-Business

Classification: Local,Regional,National,Non-English

Language: English