Event centred, brand awareness campaign for British Gypsum.
Created whilst working at Wyatt International.
The campaign for real plastering.
Plastering is an honourable trade. A good, old-fashioned, sleeves-rolled-up profession that deserves to be recognised. So, we do. We launch the Campaign for Real Plastering; a series of networking and social events that any local plasterer worth his gypsum should be part of.
CAMREP is about doing things right – celebrating the pride of a job well done and sharing advice on getting the best results. All while having a pint of real ale or two. The first event, surrounding the impact, usage and value of Thistle UniFinish, sets the scene – but this is about British Gypsum being an enabler of plasterers themselves, dual-branding with local merchants to build a greater sense of community (as well as best practice) in the industry.
We create a beer label design for our campaign that uses the campaign line, an illustration of a plasterer and some thistles.
We introduce CAMREP through emails and social media teasers using the hashtag #RefreshinglyHonest, creating and sharing points tackling issues plasterers are facing and discussing. This then funnels into invitations to our event, to set the record straight and build a better industry, over a good, old-fashioned pint.
Our event is a frank and open discussion – a real-life plasterers’ forum – about the state of the profession and how to improve it. Branded materials, such as beer mats, bar towels and posters, establish and reinforce the CAMREP identity.
Following the event, we capture feedback through an online survey, which will help us create follow-up content for the #RefreshinglyHonest campaign, as well as informing future events and even product development. Video filmed at the event also feeds into post-event communications.
Testing Sessions.
The credibility of Thistle UniFinish is based on the fact that it’s passed plasterers’ test. But there’s a sense that not too many of these plasterers have put it to the test. So, our inaugural event should be about testing it for themselves – through demos, a mobile rig and samples of the product itself. Handily, our venue also lends itself to testing something else: tasty ales.
Starting off with Thistle UniFinish, we move on to some of the other products and techniques of British Gypsum, just as we move from one delicious ale to the next – putting both to the test to see which ones fit plasterers’ tastes. Linking facts and facets of the drinks to the qualities of the products, we also instil a little personality into the portfolio.
Our creative visual uses a tasting board of beer with frothy heads. The last one has been flattened off with a plasterer’s trowel. We also create a ‘testing sessions’ stamp for the campaign.
Ahead of the main event, we create social video teasers reinforcing the ‘right’ way to plaster, by comically testing out ‘wrong’ ways. We then filter in the content of the event, about testing the best ways of plastering – and the best ales, perhaps from local brewers.
Our event encompasses a range of British Gypsum products, not just Thistle UniFinish, to be tested against specific challenges – including potentially staging some of the ridiculous techniques and challenges seen in the pre-event social content, for a little fun theatre. Meanwhile, another component of the night is beer testing – with real ale samples, perhaps alongside local brewers and beer experts on hand to advise on the perfect beer for any situation.
We film the session itself, releasing short recaps of the key things guests discover about plastering and beer tasting to broaden the net of plasterers engaged with our campaign, as well as to feed into future events. A key element of the video content will be footage of the fun challenges and odd methods tested at the event, adding a little more sharing potential to the follow-up campaign.
