chau huynh

In launching a new product Sheetrock 3IN1 Plasterboard Ceiling (trần thạch cao) in July 2019, USG Boral, though being in the industry since 2005, had a huge problem in branding because they were just the 3rd choice in building materials, specifically plasterboard ceiling.

The target audience was men and women aging above 30, who was about to build their own home, but they had to have a solid tatse and knowledge enough to influence the building contractors (nhà thầu xây dựng) to choose USG Boral instead of the number 1 and number 2 brand.

So basically, it was a B-2-C-2-B brief.

For this communication solution, USG Boral expected an online film that can highlight the premiumness and answer USG Boral Plasterboard’s functional benefits:

• Non-combustible (chống cháy lan)

• Moisture resistance (chống ẩm)

• Sag-defying strength (chống võng)

So here’s the idea:

The Toughness of the Trần Men

(Sự khắt khe của dòng họ Trần)

The Metaphor of selecting a quality plasterboard as hard as the training of a Dad for his son, and links to the USG Boral as the #1 Plasterboard ceiling solution that can meet the hardest requirements of any homeowner.

The core idea is to transform all the attributes of USG Boral Plasterboards into the characteristics of a Vietnamese man that can fulfill the high demand in building a happy home.

Insight:

The man who is in charge of building the house always has huge concern about the quality of the material because this will shape and protect the life of his beloved family. Therefore, he has high demand for everything he spends on and is extremely strict on whatever he takes care of.

Rationale:

The film shows the transformation of the physical sensibilities of USG Boral plasterboards as the characteristics of a Vietnamese man, from Sag-defying strength (chống võng), Non-combustible (chống cháy lan), Moisture resistance (chống ẩm) to unbent (nói được làm được – cứng rắn, thẳng tính), burnt-hard (sức chịu đựng cao – chịu nhiệt), unsloppy (mạnh mẽ – không sướt mướt). Specifically in this film, the father of the Trần family expects his son to acquire all the characteristics namely above.

Here’s the story:

We did not win the pitch but that was okay because we did have fun doing it – that matters more!