From a field of 19 finalists, the brand refresh and integrated campaign developed for ColorCote won the prestigious Marketing Leadership award at the 2016 TVNZ Marketing Awards. ColorCote and BallantyneTaylor were also shortlisted in three other categories: Insight, Transformational and B2B.
ColorCote® has been leading the innovation of pre-painted aluminium and steel roofing products in New Zealand since 1973. While their offering remained steadfast, their brand needed an update.
BallantyneTaylor was entrusted with a brand refresh that was more than just cosmetic. The logo was given a fresh colour palette and font to create a spirit of warmth and approachability. This flowed into signage for buildings and vehicles, brochures, stationery and promotional gear.
At the heart of the refresh was a repositioning (around the idea that the right roof always lasts longer) designed to engage the ‘end user’. Not only did it raise awareness amongst home owners, it allowed us to drive demand back through them to the independent installer network.
This was enabled through a new benefit driven website that was easy to navigate and easier to understand. It led us to completely rename ColorCote’s product range and simplify their offering. AlumiGard, MagnaFlow and ZinaCore were developed to replace numeric product names that were confusing and unmemorable.
Having created a strong foundation, a fully integrated digital marketing campaign followed, using programmatic advertising to drive new visitors to the website. It has been extraordinarily successful, increasing Colorcote’s market share dramatically while setting new sales records month on month since it launched. What is even more staggering, the campaign re-couped its entire investment within a month.
