Making Bradstone the one place for inspirational outdoor spaces.


Categories

ADVERTISING
BRAND STRATEGY
COMMS
CONTENT
DIGITAL
INSIGHT

Challenge

As part of the competitive pitch to be Aggregate Industries’ lead strategic and creative agency, we were asked to develop a proposition for Bradstone – one of the UK’s best-known garden and driveway paving brands.

The big challenge was to position Bradstone’s annual product catalogue as the best consumer-facing brochure on the market.

Shaping shopper behaviour

Rather than focus purely on a new brochure design, we decided that we needed to understand the Bradstone brand better, to identify what aspects we should leverage to influence those looking to upgrade their garden and/or driveway.

We developed a new brand strategy that positions Bradstone as experts in transforming outdoor spaces from driveways to patios and landscaping, and is captured in a new strapline, ‘you’ve got it in Bradstone’.

At the heart of the campaign is a new garden paving and driveway brochure to inspire homeowners. New lifestyle photography showcases the Bradstone product range in aspirational setting and the brochure includes a section on trends and inspiration to help people make the most of the space. Product information is then separated into sections by material (eg Porcelain, Natural Stone) and this is combined with advice and assistance to help customers create certain styles in their own homes and make the best use of space.

The concept has been applied to an integrated campaign, including press and digital advertising, social media, email, content, and promotional materials as well as new packaging, events and merchandise for Bradstone stockists, such as builders’ merchants, garden centres and DIY stores.

Driving success

The official launch of the new Brochure takes place in Spring 2018, with an above and below the line campaign. A soft-launch to garden and driveway installers in January 2018 saw an extremely positive response, and the new photography was singled out for special praise for its premium, aspirational feel.

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