What's behind ZINCALUME® steel?
02 November 2004
1 November 2004 saw the launch of BlueScope Steel's "What's behind every piece of ZINCALUME® steel?" campaign, a high impact, integrated direct mail and advertising campaign which will target Australia's architects, designers, builders and roof fixers.
The "What's behind?" campaign is designed to build on the hugely successful ZINCALUME® steel "True Blue Reward" campaign which was completed in July 2004 and has been short listed for a national ADMA Award (Australian Direct Marketing Association). While the "True Blue Reward" campaign focussed on building customer relationships with ZINCALUME® steel, the new campaign will focus on awareness and education around the new benefits of ZINCALUME® steel as well as help to build the reputation of Australia's architects, designers, builders and roofers.
With the key message that ZINCALUME® steel is a product that building professionals can depend on, manufactured by a company they can trust, the campaign aims to raise awareness of the major features and benefits "behind" every piece of ZINCALUME® steel, including the new, improved features.
ZINCALUME® steel has many unique product features, including the new, improved features for 2004 including:
- NEW improved weathering performance that helps ZINCALUME® steel hold its distinctive metallic look for longer
- NEW extended warranty of up to 30 years*
- Unequalled resistance to corrosion
- Unrivalled service and support from Australia's BlueScope Steel
Any architect, designer, builder or roofer who has used ZINCALUME® steel during the past 12 months is eligible to enter the promotion for a luxury trip to Japan. Entry into the promotion is via the direct mail coupon or on the ZINCALUME® steel web site (http://www.zincalume.com/performance), where customers can also download information.
Ultimately, the objective of the campaign is to build a powerful relationship between the ZINCALUME® steel brand and its customers. This includes ongoing education about the features and benefits of using ZINCALUME® steel.
*Warranty subject to terms and conditions. See our page: Warranties for Peace of Mind
