Roofing Sitework Guide – Marley
The Roofing Sitework Guide is internally called “the bible for roofers”. It’s a printed document and an online app that has full and in depth instructions for fitting of all the products in Marley’s extensive roof system including battens, underlays, tiles, dry fix and ventilation systems.
We were instructed to create the launch campaign.
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Concept
Campaign consistency
The chosen concept was to display the guides so they looked like a pitched roof.
The main idea was to use lots of the guides grouped together and they keep disappearing revealing the hero message, ‘They’re going quick, get yours now’. This animation was then supported with stills containing the same hero message to give the campaign consistency.
We ran a competition where the first 500 people who requested a copy also received a free pair of branded smart gloves.
The app launch was very stripped back and simple. The main headline was Appy to help… Simple and impactful.
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Photography
Pitches be crazy
The sitework guide was photographed like a pitched roof for the hero campaign imagery.
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Email
multi-channel
A mailchimp campaign was created to go out to their datalist. The goals of this was to generate app downloads and also requests for the Roofing sitework Guide.
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Web
Web assets
We re-skinned the web page using graphics to create campaign consistencty and maximum impact.
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Video
Animation
We created the guides dissapearing animation that was used on all digital marketing platforms.
It was the amination that created the main starting point for the campaign. With the guides disappearing off screen and in their place the hero message appearing. From this all other material flowed to give a strong and streamline look with all elements being instantly recognisable as belonging to the campaign.
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