Countryside

In any competitive market the consumer choice of brands normally depends on the overall impression they have of each brand. In most markets people establish buying habits and have a mental shortlist of a few acceptable brands from which they chose,

The paving and walling market is different as most consumers are unaware of the brands available. This coupled with the patio being a once in a house- time activity means building brand loyalty is difficult. There is no mental shortlist of brands, only paving slabs per se. It was therefore very important to establish a clear product benefit over the competition.

It was obvious from the qualitative research carried out that the consumer buys on looks. However the consumer has little idea of the range of options that exist on colours, shapes and textures. Here was a way to differentiate Countryside from the competition, so we came up with the strap-line:

' More Shades, More Shapes, More Surfaces.'

Research also proved that the buyer wanted help to develop ideas, so coupons were included in the ads, marketing a paid- for brochure incorporating a step by step guide on planning, design and construction. It was a resounding success.

This campaign proved that a small space campaign on a modest budget can obtain good results provided the strategy and creative execution is correct.

Press