No industry has suffered more than building and construction in this economic downturn. Contractors have seen their business shrink and all but disappear overnight. Into this environment, USG launched a game-changing product: a new lighter weight drywall board.
As dramatic as the product features are, 30 percent lighter and 40 percent stronger, we realized that this product could mean so much more to the contractor community. We saw this product launch as an opportunity to offer good news to an audience that has not seen and likely will not see much of for a long time.
An emotional cord underlies the campaign titled “The weight has been lifted.” While memorable images and phrases have rocketed awareness and sales of Sheetrock UltraLight Panels, it’s the underlying message of hope that has made the campaign humanly relevant and positioned USG as a leader and a brand that will stand by and for contractors in good times and bad.
by Doug Kamp
Executive Creative Director – gyro Chicago
Cross-posted at Ignite Something on the Forbes CMO Network