DDB and Colorsteel Launch New Brand Campaign
Following the announcement earlier this year that DDB would be leading creative work across NZ Steel's portfolio of brands, Colorsteel has launched new branding and a new brand campaign, led by a new TVC.
Says Pepworth: "A particular focus for us has been around creating deeper emotional connections with consumers. With this campaign we want to take them on a journey, and emphasise how a roof can make the difference in a home to be proud of. This is a creatively fresh approach that reaffirms Colorsteel position as a category leader."
Kate Lines, DDB NZ lead business partner, says it's been an enjoyable journey bringing Colorsteel to a position that distinguishes the brand from competitors.
Says Lines: "Colorsteel wanted Kiwis to understand that they don't just transform the way your home looks but also the way it feels and how you feel about it. We wanted to convey that when you use Colorsteel you'll have the kind of home you (and everyone else on your street) would be proud to call your own."
The campaign will roll out with 45" and 30" TVCs, 60" and 45" cinema spot, print and digital.
Based on the truism that everyone wants a home they can be proud of, but some homes are easier to be proud of than others, the spot positions Colorsteel roofs as the centrepiece of a beautiful home.
Sarah Pepworth, head of marketing at NZ Steel, says the team is incredibly excited to launch the new work and looking forward to talking to Kiwis in a new way.
Says Pepworth: "A particular focus for us has been around creating deeper emotional connections with consumers. With this campaign we want to take them on a journey, and emphasise how a roof can make the difference in a home to be proud of. This is a creatively fresh approach that reaffirms Colorsteel position as a category leader."
Kate Lines, DDB NZ lead business partner, says it's been an enjoyable journey bringing Colorsteel to a position that distinguishes the brand from competitors.
Says Lines: "Colorsteel wanted Kiwis to understand that they don't just transform the way your home looks but also the way it feels and how you feel about it. We wanted to convey that when you use Colorsteel you'll have the kind of home you (and everyone else on your street) would be proud to call your own."
The campaign will roll out with 45" and 30" TVCs, 60" and 45" cinema spot, print and digital.
