11 Dec National Gypsum- The Elements
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National Gypsum, one of the nation’s leading building products manufacturers, teamed up with AC&M Group to raise awareness of their PURPLE® line of drywall.
The objective of the campaign was to create unique, engaging and authentic content to support the National Gypsum PURPLE® line of drywall products and drive Hispanic customers to EligePurple.com. The team created a series of lively videos to give personality to the key features of the PURPLE® line.
“Our strategy began with the launch of an Elige Purple (Choose Purple) toolkit, designed to arm Hispanic contractors with the right ‘tools’ or information about National Gypsum PURPLE® products and their benefits so they will recommend them to their clients. The digital toolkit consisted of an informative landing page with information about the benefits of the products. It also featured an animated “Luchador” character and was accompanied by a Purple Luchador mask giveaway. The landing page was promoted via targeted social media.
After the initial launch in 2017, AC&M introduced the “Elements” in 2018; a new and refreshed campaign for EligePurple.com that highlighted the individual benefits of each Purple product, and included accompanying social media assets for paid social and National Gypsum’s Spanish-language Facebook page, Construye y Mejora.”
Hispanic consumers are not a monolithic group — they are culturally diverse and have unique language patterns and dialects. The ELEMENTS campaign celebrates and highlights these differences in a playful and authentic way in order to break through the clutter and breathe life and vibrancy in a product that is typically viewed as somewhat boring and one-dimensional.
The fiery personality of the “Fire Element” hails from Spain and waxes poetic about making paellas on the beach. The “Sound Element” rumbles with a rhythm and energy reminiscent of Latino-Caribbeans, while the “Moisture and Mold Element” is a feisty artist representing Colombia. Finally, the “Impact Element” proudly celebrates the strong and bold culture of Mexico.
To date, the campaign is very successful in driving people to the site and engaging them while there. The Elements Campaign has been honored by with a Gold MarCom Award in Digital Media for outstanding Web Video, three Platinum AVA Digital Awards in the following categories: Web-Based Short Film, Creativity, and Digital Video Campaign, and three Silver ADDY’s from the American Advertising Awards for Film, Video, Sound – Branded Content & Entertainment, Campaign, Elements of Advertising – Voiceover, and Elements of Advertising – Animation, Special Effects or Motion Graphics