The winning campaign focused on raising awareness of SMARTPLY’s range of speciality OSB products in their specific markets: SMARTPLY SITEPROTECT, for site-hoarding contractors, SMARTPLY DRYBACKER, for drylining contractors installing a pattress, and SMARTPLY FR, a flame retardant OSB panel for roofing contractors.
After considerable market research, the strategy that was agreed upon was to produce audience-specific content in a digital-led multichannel campaign which would aim to inform and excite.
The amount of insight gained greatly informed the creative aspect of the campaign. The comic book strip style decided upon allowed MEDITE SMARTPLY to communicate complex topics in an engaging, accessible format via print, video and whiteboard animation. This method enabled the company to interact with its professional target audience without telling them how to do their job.
Stuart Devoil, Head of Marketing and Brand at MEDITE SMARTPLY commented: “We are delighted to have won this award; thank you to TTJ for the honour! This award is a credit to the whole team who have worked tirelessly over the past year on this campaign, as well as ensuring other products are communicated effectively, ensuring an even share of voice.
“We are continuing to run the Work Smarter Not Harder campaign as well as entering the discussions on wellness and air quality, and how our products can help architects and contractors to achieve the highest standards of living.”
The TTJ Awards, now in its 22nd year, aims to showcase the timber sector as a modern, forward looking industry. It features categories voted for by qualifying voters within the timber sector, as well as categories judged by independent panels. The nominees and winners were announced at prestigious ceremony at the InterContinental Park Lane, London on 21st September 2018.
The TTJ Awards have become an established networking date within the timber industry, often attended by high profile hosts and guest speakers.