Case studies · Industrial & Manufacturing

Gallantt

A celebrity-led creative for TMT steel bars

TMT bars are chosen by a contractor and paid for by a homeowner, so the creative had to work for both. It cast a familiar face against the product with the line that construction has a real hero, then named the three grades outright, Fe 550 TMX, Fe 550 D TMX and Fe 500 D CRS, alongside the quality certifications. Recognition brings the homeowner in and the specification detail satisfies the contractor.

What it delivered

Carrying the grade names and the certification marks in the same frame as the celebrity means one creative serves the consumer and the trade rather than needing two. Naming the grades is what lets a homeowner ask for the product correctly at the dealer.

Format Campaign creative

Talent Celebrity endorser

Detail Three grades and certifications named

Gallantt TMT bars campaign creative with the celebrity endorser and the named grade range

Execution photography from the campaign, captured site by site as each placement went live.

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