2012 Winners & Shortlists

The Brief

While Cimenterie Nationale has always played a role in the building of concrete material, the company does much more by helping our community achieve hopes and dreams, from homes and offices to hospitals and schools. Cimenterie Nationale would like to play an instrumental role in helping realize those dreams with the new brand proposition, “Building Concrete Dreams” integrated campaign. To support our communication, Cimenterie Nationale needed to ensure that its new message, was delivered to VIP customers, potential customers, and partners. Direct mail was proposed as a solution to ensure that we unequivocally reach these targets.

Creative Execution

What better way to deliver your brand proposition, “Building Concrete Dreams” than via a cushion in the form of a cement bag? The cement bag is, after all, the main product that our customers are used to purchasing from us; except this time, it is in the form of a cushion symbolizing the dreams that Cimenterie Nationale would like to help its customers realize.

Describe the creative solution to the brief/objective.

Direct mail provided us with an opportunity to reach exactly whom we wanted to reach. January was chosen as a launch date for the direct mailer due to seasonality as this is when most suppliers begin placing their orders. Cimenterie Nationale used this as an opportunity to re-establish contact with all the customers on the mailing list and set up follow-up meetings accordingly.

Results

The direct mailer received very positive feedback from the Cimenterie Nationale’s VIP clients, prospective clients and partners. For the first time, a cement company in Lebanon has managed to project a human dimension. The campaign successfully modernized the brand, and made a company that sells a basic commodity a conversation starter. On a business level, the results are very encouraging so far and Cimenterie Nationale expects to exceed its first quarter forecasts based on the new meeting requests and orders received in January 2012