Colorbond asks homeowners to get creative with steel in latest campaign via Carlon Leong, Sydney

BlueScope has launched a multifaceted brand campaign and refreshed visual identity for Colorbond steel built on the emotional connection Aussie families associate with the iconic building product.

BlueScope undertook extensive consumer research which revealed the importance of not just building a home for a family’s immediate needs, but to plan it so it can evolve with the family and in turn allow families to continue to create “happy (and often funny) memories”.

These insights evolved into the core creative idea and the campaign’s creative expression ‘Created for you to create with’, demonstrated through a series of 45″, 30″ and 15″ TVCs.

VIEW THE 45 SECOND TVC

In addition to this, several long-version web content pieces that follow a modern family through the trials and tribulations of their father’s passion for creating with Colorbond steel were created.

The ‘Miller family’ embody and personify the insights BlueScope found and display them in a light-hearted and humorous way. Sydney-based creative agency Carlon Leong consulted with Plaza Film’s director Paul Middleditch and consulting creative director Mike Boswell to devise the TVC concept and execution, as well as additional mockumentary-style content pieces featuring the family.

BlueScope and Carlon Leong also worked collaboratively with media and PR agencies, Slingshot, Stellar Concepts and The Project Group to produce a fully integrated PR, media and digital plan nationally covering both residential and professional markets. The White Agency has also created a new digital home for the brand, with a refurbished website targeted specifically at consumers undertaking the building or renovating process and a new website targeted to the numerous professionals seeking more technical information, and case studies. BlueScope has also launched the colours to its channel and trade partners, including rollformers, architects and building designers, at a series of national events this week.

Says Tony Carlon, principal at Carlon Leong: “Together with Plaza Films, we were able to approach the brief in a unique way that provided BlueScope with a number of pieces of footage that can be used across a variety of mediums giving the client flexibility over the next few years as they roll them out. The fun, tongue-in-cheek nature of the campaign gives home-buyers and renovators a compelling reason to think seriously about the brand while having a giggle. We want homebuyers and renovators to extend their love for Colorbond steel. We want them to be inspired about the possibilities Colorbond steel affords them when creating their family’s future – whether it be a roof over their head or a thong under their foot.”

Says Lisa Dent, manager of marketing and sales at BlueScope Australia and New Zealand: “Colorbond steel is quintessentially Australian and an integral part of building or renovating Aussie families’ homes. It’s very much more than just a roof over your head. The new campaign highlights Colorbond steel’s versatility in a light-hearted and entertaining way, demonstrating that Colorbond steel is perfect to create whatever vision you have for your home. It’s an exciting time for Colorbond as we also release 6 new colours to our colour palette bringing the total number to 22 colours. These colours were years in the making and have had significant research and investment committed to their development so we are confident that they will provide the foundation for consumers to create beautiful colour schemes for their homes.”

Says Karen Halligan, general manager at Slingshot: “Slingshot Media are thrilled to work with the exciting new creative territory developed for this iconic brand and find ways for BlueScope to cut through beyond the traditional placements.  We’ve developed integration, sponsorships, editorial and promotional opportunities to extend this campaign beyond ad placements alone.”

Website: The White Agency

Client: BlueScope Steel

Marketing Communications Advisor: Claudeen Habak