In 1966 the first coil of Colorbond steel rolled off the Number 1 coil painting line at Port Kembla, Wollongong. The new line was the talk of the steel industry, and its new product soon became a firm favourite within the building industry. But, like everything, roof styles go in and out of fashion and it was tiled roofs that ruled the eighties and nineties. However, Colorbond roofs are now very much back ‘in vogue’, with nearly half of all new homes in Australia having roofs made from Colorbond steel thanks to an extensive colour range, greater sustainability, and now - a brand revamp.
BlueScope undertook extensive consumer research which revealed the importance of not just building a home for a family's immediate needs, but to plan it so it can evolve with the family and in turn allow families to continue to create "happy (and often funny) memories".
These insights evolved into the core creative idea and the campaign's creative expression 'Created for you to create with', demonstrated through a series of 45", 30" and 15" TVCs. In addition to this, several long-version web content pieces that follow a modern family through the trials and tribulations of their father's passion for creating with Colorbond steel were created. You can view one of the commercials here.
The 'Miller family' embody and personify the insights BlueScope found and display them in a light-hearted and humorous way. Lisa Dent, the manager of marketing and sales at BlueScope Australia and New Zealand, stated "Colorbond steel is quintessentially Australian and an integral part of building or renovating Aussie families' homes. It's very much more than just a roof over your head. The new campaign highlights Colorbond steel's versatility in a light-hearted and entertaining way, demonstrating that Colorbond steel is perfect to create whatever vision you have for your home. It's an exciting time for Colorbond as we also release 6 new colours to our colour palette bringing the total number to 22 colours. These colours were years in the making and have had significant research and investment committed to their development so we are confident that they will provide the foundation for consumers to create beautiful colour schemes for their homes."
So, if you would like to know more about the new Colorbond colour range or the brand in general, please do not hesitate to contact us at Action Sheetmetal & Roofing by phoning 07 5564 8200, emailing us at firstname.lastname@example.org or online www.actionsheetmetal.com.