USG Boral: Innovation inspired by you

This case study describes a campaign from USG Boral, an Australian building supplies company that launched its new plasterboard product as a challenger by encouraging behaviour change in the target audience.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands