GIB Weatherline was one of the most ambitious new product developments Winstone Wallboards had ever undertaken. For the first time they were stepping outside, launching an exterior product would be exposed to the weather for up to 6 months.
A Rigid Air Barrier (RAB) system like Weatherline goes on the framing of a house as soon as it’s erected, allowing for interior and exterior construction to happen concurrently. It reduces time to build and overall construction costs.
While the product would deliver massive value to builders, the market was sceptical about the suitability of plasterboard in the rain, and were slow to adjust to change.
Persuasive communication was crucial. Specifiers and builders are surrounded by sales reps and new offers, with all building material suppliers trying to get face time with the market. A unique DM pack was created for GIB Weatherline, one designed to get strong cut through and to quickly and simply demonstrate the value proposition of the new product.
With GIB Weatherline’s resistance to rain being the key area for scepticism, a solution was conceived that immediately overcame this. Samples of the product were sent out, printed with all relevant information. But there was a catch – they were printed with hydrochromic ink. For the information to become visible, the product needed to be submerged in water, handily demonstrating its water resistance while communicating its benefits.
Encouraging customers to get the product wet demonstrated how confident Winstone Wallboards were. And it got the desired response – requests for the GIB team to conduct face-to-face training. confidence in the offer, and got what we wanted - requests for our team to conduct face-to-face training.
The launch was a huge success, with sales to date surpassing 250% of target. The number of training sessions conducted was 350% of target, and specifications hit 300% of target.