BMI Coverland Campaign

the what

BMI Coverland, a leading supplier of roofing solutions, aimed to shift consumer preference from sheet metal to concrete roof tiles. Targeting both lower and higher LSM (Living Standards Measure) segments, we developed a comprehensive campaign strategy emphasizing the advantages of concrete roof tiles.

The tagline, “Stop Talking Sheet,” was both eye-catching and witty, resonating with audiences who appreciated the clever play on words.

We combined traditional and innovative marketing strategies, conducting authentic research and creating a diverse range of marketing elements to reach and resonate with the target segments effectively

the how

Market Research and Image Gathering: Our team, consisting primarily of women, embarked on a journey across rural South Africa in a bakkie to gather images and conduct on-the-ground research. This hands-on approach ensured that our campaign was grounded in real-world insights and authentic visuals.

Look and Feel: We developed a distinctive look and feel for the campaign, incorporating earthy tones and vibrant imagery. This visual identity was consistently applied across all campaign elements to create a cohesive and memorable brand experience.