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The ASI has employed digital billboards, social media and a website to successfully promote use of steel to the Melbourne metro home renovation market. The billboard component of the Choose Steel campaign, which wrapped up in August 2023, was seen by more than 800,000 people, with a supporting social media campaign reaching 216,045 people. The member funded campaign was overseen by a Roll-Former Industry Committee made up of participating ASI partners including Steeline, Stratco, Fielders, Lysaght, Metroll, Stramit and BlueScope. Bundy Agency was chosen to design the campaign, which focused on the Melbourne additions and alterations market with emphasis on form (profile, shape) and design opportunities. Choose Steel was chosen as the theme for this year’s ASI national convention and the slogan will be adapted for use in other ASI campaigns promoting steel.
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