Holcim Australia
Unearthing a new range of low-carbon concrete.
With 20% of Australia's annual greenhouse gas emissions deriving from construction, Holcim took charge of building a more sustainable industry.
As a leading supplier of ready-mix concrete and concrete products, Holcim Australia recognised the need for our built environment to decarbonise and unearthed the challenge to completely rethink how concrete is manufactured.
Embarking on an ambitious product innovation program, they developed ECOPact – a low-carbon concrete range with options to reduce embodied carbon by 30-60%.
To launch ECOPact in the Australian market, we formed a partnership with sustainability experts Edge Impact. Our unique alliance provided Holcim Australia with the chance to reinvent how sustainability is marketed in the building materials sector. The development of Holcim's new product also provided the ideal opportunity to reinvigorate their brand image.
We brought ECOPact to life with engaging content, refined infographics, and clever design while still retaining scientific integrity.
Through our partnership, we shaped a brand strategy, promoted a sustainability leader, reinvented their image and developed a suite of communication tools for their product launch.
The ECOPact product offering can be quite complex and challenging to understand for those who aren't in the sustainability or building industry. The biggest challenge was communicating all the technical aspects of the range in a straightforward and engaging way that could be understood by all stakeholders, regardless of their pre-existing knowledge of the product or its industry. To do this, we ensured that the content and messaging we created was clear, easy to follow and developed supporting infographics to provide further information about the range in a more visually comprehensive manner.
The suite of collateral we created for ECOPact's launch reaffirmed Holcim's position as a leader in sustainability and communicated its new sustainable product offering. It was rolled out across multiple channels, including internal training material, OOH ads, website, brochures, videos, social media and pitch decks given to retail partners. National Value-Added Products Manager at Holcim Australia & New Zealand, Joshua Marks, said, "The team at Edge helped us balance the need to be technically robust and creatively engaging by partnering with Focus Creative. We are really proud of the finished product and it's getting great traction in the market."
The highlight of this project was a 40m billboard that sat outside of Sydney Airport.
