USG Boral: Innovation inspired by you
Executive Summary
How do you launch an all-new product for a newly formed company against an entrenched competitor to a target not known for embracing (or even wanting) new products? That's exactly what USG Boral faced when it launched its new lightweight, premium priced plasterboard to installers across the Australian market.
To succeed the team knew we'd have to do more than just promote lighter weight, but connect on a more emotional level. We'd need to bring to life the real impact that their current methods were having on their business and their bodies...