Gyproc RhinoLite®, the flagship brand within Saint-Gobain Gyproc’s stable, has launched a new television commercial.
The brand has long enjoyed a strong leadership position thanks to its exceptional benefits and superior quality, and the new commercial, which is one component of a broader through-the-line campaign, aims to further entrench this position.
After robust market analysis and research, Saint-Gobain Gyproc decided to focus on applicators, small and medium size plaster contractors and then the building trade, with the over-riding message that RhinoLite® is the optimal brand choice for a perfect plaster finish.
“Our objective was to create a strong and simplified campaign message that resonates across target audiences, reminds users of the longevity and trust inherent in the Rhino brand and to build on the deep customer loyalty we have long enjoyed,” says Michelle Cerruti, Marketing and Communications Manager at Saint-Gobain Gyproc.
The commercial was shot at the Field of Dreams Children’s Centre in Magaliesburg. The opening shots show a young man looking at a classroom with a large crack in the wall. He feels the wall and starts to pull at the plaster until little bits fall to the floor. It then shows the young man and his father buying RhinoLite® and arriving at the school at sunrise. They cover the floor and prepare the classroom. The pair then carefully mix the RhinoLite® plaster and apply it to the walls using a specialised plastering technique. The blackboard is re-hung on a smooth and beautiful new wall and viewers see a renovated classroom, now a perfect space for children to learn.
Cerruti says Field of Dreams is a wonderful organisation which gives hope to the children who visit the centre through different learning programmes, feeding schemes and health care services. It creates socio-economic sustainability and tries to alleviate the strain on the community by providing basic development skills, primary healthcare through the use of a mobile clinic and encourages the children who participate in its programmes to think big.
“We needed a location to showcase plastering in action, and it made so much sense to shoot at Field of Dreams, a real location where we have a number of planned future initiatives, rather than to find another location,” she says.
The commercial, produced by It’s A Go Communications in conjunction with Velvet Film, will be aired on selected DSTV channels, Soweto TV and SABC 1.