James Hardie Australia: Changing the Way Australia Builds

Magdalena Tomislav

James Hardie, a building materials company, partnered with Channel 9, a free-to-air Australian TV network, and sought out a tangible connection with female homeowners to stem forecast sales loss, maintain marketing qualified leads and boost purchase intent.

Campaign details

Brand: James Hardie Brand owner: James Hardie Industries Entrant company: Ogilvy AustraliaIdea creation: Ogilvy Sydney Market: Australia Sector: Property & construction Media channels: Search marketing, Programmatic display, Social media, Sponsorship - media, Content marketing, Online display, Video on demand, Magazines - consumer Budget: 1 - 3 million

Executive summary

For over 10 years, James Hardie attempted to disrupt the residential building sector with ‘fibre cement’ cladding, an alternative product to traditional brick and concrete materials. All to no avail.

It...

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