The Australian Steel Institute (ASI) has launched a campaign to boost the use of steel in home renovations.
The roll former-funded Choose Steel campaign employs a website (www.choosesteel.com.au) to promote steel as the preferred building material for home renovations.
The site includes case studies, dos and don’ts of home renovation and list of steel suppliers who can help with home renovations.
The ad component of the campaign employs digital billboards at key transport locations including motorways and social media posts on Instagram and Facebook pointing home renovators to the Choose Steel website and its list of steel suppliers.
Melbourne was chosen as the initial launch site for the ad campaign based on research suggesting strong interest in Melbourne in steel as a building material for home renovations.
Interested consumers can choose one of the listed ‘trusted suppliers’ and go their web site or get in direct contact with them for more information.
Success could see the ASI roll out the campaign to other states – and a range of other steel products targeted using the same Choose Steel formula.
Social media posts on the campaign will be posted to a ‘Choose Steel AU’ address across Instagram, Pinterest, Facebook, YouTube and LinkedIn.