BMI Coverland: Conceptualisation and Campaign Roll Out

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.

Campaign Elements

  • Billboard
  • Social Media Posts and Videos
  • Email Marketing
  • Point-of-sale Display
  • Interactive LED Screens
  • Wobblers
  • Print Ads
  • Radio Adverts
  • Guerilla Marketing


Where creativity
meets purpose

I started JAW in 2010 as my main ‘before I’m 30’ goal. The vision was to create a design agency that wasn’t ‘cool.’ Where you don’t wear sunglasses indoors, hobnob with pretentious crowds or only take on CSI projects to win awards instead of actually making a difference! A place where slippers and a sense of humour are a must, happy hearts fill the space, and design is seen as a tool for change.

– Jeni-Anne Weitz, JAW herself.