Manchester [April 16, 2015] – We have all been in homes where removing your shoes is strongly encouraged upon entering. What if the paving of your driveway was so immaculate that it deserved the same treatment?
This is one of the central ideas behind Marshalls’ new “Paving to Be Proud Of” integrated advertising campaign created by gyro Manchester. This new effort for Britain’s leading hard landscape manufacturer has a dual purpose: to tout its best-in-class paving products as well as its nationally registered installer network.
The campaign, with the main thrust breaking in April, will target both consumers and installers.
The consumer campaign clearly illustrates the pride customers have once Marshalls pavers are installed. In one ad, stadium lights shine on the driveway. In another, a husband and wife are staring at the paving in their garden leaving only the dog to watch the football match. Copy plays up not only the quality but also the installation of the product “which will give you a real burst of pride.” The tagline: “Marshalls. Creating Better Spaces.”
The installer campaign touts the many benefits of joining the Marshalls Register scheme. One ad shows a pickup truck pulling away with cans attached to its bumper, only instead of “Just Married” it reads “Just Registered.” The tagline: “Marshalls Registered and Proud.”
The Marshalls Register scheme is the leading landscape installer scheme in the industry, offering an exclusive organization of professionals a great range of business benefits while ensuring the highest standards of workmanship are maintained. Founded in 2001, the Marshalls installer scheme currently has more than 1,000 members.
The campaign is rolling out in print, radio, direct mail, email, sales collateral, social media and online displays.
“This new work brings to life the fact that Marshalls offers the highest quality, ethically sourced materials and installers,” said Liam Poole, Trade Marketing Manager Marshalls. “gyro Manchester has captured these elements in a smart, creative campaign that truly communicates the pride that comes from purchasing our product and working with our best-in-class installers.”
Peter Davis, executive creative director of gyro Manchester, said:“When you’re proud of something you want to look after it, cherish it and show it off to the world. This is certainly the case for Marshalls’ customers who have had an amazing driveway or patio installed, by the top installers using the best product.”
Danny Turnbull, managing director of gyro Manchester, said: “The Marshalls brand is a benchmark for excellence. It continues to outshine its competitors in customer service, manufacturing expertise and sustainable products. It was simply our job to capture this story in a humanly relevant way.”
Marshalls is the UK’s leading hard landscaping manufacturer and has supplied some of the most prestigious landmarks in the UK with hard landscaping solutions since 1890s. Marshalls strives to improve environments for everyone by using its expertise to create integrated landscapes that promote well-being, from using ethically sourced stone and providing products that alleviate flood risks, to creating innovative anti-terrorist street furniture. www.marshalls.co.uk
Marshalls Register of Approved Landscape Contractors and Driveway Installers is a national network of independent professional installers. They are not employed by Marshalls, but are strictly vetted and monitored by Marshalls’ expert assessors to ensure their levels of competence and performance. www.marshalls.co.uk/homeowners/approved-garden-and-driveway-installers
As a global ideas shop, our mission is to create ideas that are humanly relevant. gyro is the 2014 BMA Global B2B Agency of the Year and an Advertising Age Top 50 agency. gyro also serves as Global Marketing Advisor to Fortune. Our 600 creative minds in 14 offices work with top companies including BlackBerry, Cars.com, DuPont, eBay, FedEx, HP, John Deere, SAP, Tate & Lyle, TD Ameritrade, Time Inc. and USG. www.gyro.com