In 2016, Saint-Gobain Gyproc launched in Finland the Gyproc Habito™ plasterboard, which is expected to revolutionise the construction industry. Habito™ is a particularly durable wallboard encased in paper liners that provides enhanced levels of suspension strength and shock resistance. The objective of the launch was to introduce Gyproc Habito™ and promote its many benefits, including durability, strength and usability. The campaign aimed to raise awareness about the board, strengthen the Gyproc brand and generate sales of the new product.
The idea for the campaign was inspired by the characteristics of the new product: Gyproc Habito™. The chosen slogan both summed up the product and made a reference to the ongoing fitness boom: #kovassaiskussa, “fitforanything”. Arttu Wiskari, a popular Finnish singer and songwriter, was chosen as the face of the campaign. In addition to his music, Wiskari is known for his participation in ‘Dancing on Ice Finland’, where he has proved his fitness. Arttu also has background in the hardware business.
The multiphase launch was initiated with a teaser video in which everything goes wrong: fittings do not hold, the board breaks, etc. A light at the end of the tunnel signifies the arrival of something new and revolutionary. The video was followed by social media presence and a buzz.
The official launch video premiered at the year’s first construction trade fair in Finland. It addressed the challenges posed by the teaser in very grand style and highlighted the unique characteristics of the Habito™. Social media enthusiasts were activated with challenges and contests throughout the year. The product was exhibited at construction fairs, Asuntomessut fair, a roadshow, and in meetings with designers and architects. The campaign ended with the Habito Fest and Arttu’s gig, which gave all target groups a chance to celebrate the success of the launch year together.
“The Gyproc Habito™ launch was successful in every respect, including the results and objectives, which were met in all areas. In regard to social media, the Gyproc Finland Facebook page went from zero to over 800 likers in a year. The campaign videos received over 179,000 views on Facebook, and the most popular individual postings reached more than 60,000 people. The main objective of the consumer interface was to increase public awareness of the product and the brand.”
Project team: Project leader Tuulia Hakamäki, Account director Pauliina Kuokka