AUCKLAND, Today: Committed to reach 30% carbon reduction by 2030, and net zero by 2050, Fletcher Building – with professional advertising & marketing assistance from Kingsland agency Quantum Jump – is innovating how they operate and the products and services they provide to deliver meaningful change for the environment.
To support these ambitions, Fletcher and Quantum Jump have worked on the positioning to launch EcoSure Cement – NZ’s lowest-carbon general-purpose cement, via Golden Bay.
Concrete division ceo Nick Traber said: “After a process of redefining Golden Bay’s position in the industry, extensive research and analysis, Golden Bay has repositioned it’s range under the EcoSure brand to reinforce its leadership in the sector, which now is not just about product performance but also how it can contribute to lower carbon construction.
“EcoSure’s reduced carbon footprint includes the use of waste tyres within the cement production process both reducing carbon emissions, and also diverting waste away from landfill. Launching EcoSure means there is a greener building solution while not compromising on strength or performance.
“It’s a complex category and boiling it down to simple clear messaging was vital. The Quantum Jump team brought so much energy and creativity to a category that others might find daunting.”
“Not only does EcoSure make it easy for environmentally conscious consumers to use low carbon concrete on their projects, it’s also creating a sustainable circular economy – make, use, reuse and recycle. Here we’re not only safely disposing of waste and redirecting it from landfill, but we also thermally and materially valorize waste and create ways to reuse the materials.”
Marketing head P J Morris said: “It’s a complex category and boiling it down to simple clear messaging was vital. The Quantum Jump team brought so much energy and creativity to a category that others might find daunting”.
Quantum Jump ceo Ben Goodale said: “Working with clients who are genuinely looking to reduce their carbon footprint, and support a shift towards a more climate aware strategy, is something we’re really passionate about.
“Fletcher Building are making great strides, and the concrete division are overcoming complex manufacturing issues to deliver this. We’ve really enjoyed working with PJ and the team on messaging, design and visual articulation of these changes”.
The launch of EcoSure rolls out via targeted social media campaigns with a focus on LinkedIn.
CREDITS
Client: Fletcher Building Concrete Division
Head of Marketing and Insight, Concrete Division: PJ Morris
Agency: Quantum Jump
CEO: Ben Goodale
Creative Director: Wayne Pick
Creative Director: Drew Ayers
Planning: Bonnie Shum
Senior Account Manager: Emma Rogers
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