Brick Development Association launches integrated campaign to make brick top choice for the construction industry. Victoria Paley reports
In a world of fast-paced technology and savvy software it’s easy to forget the true building blocks of the world around us. Which is why the Brick Development Association (BDA) has launched its latest campaign to big-up the humble brick.
The BDA represents clay brick and paver industries in the UK and Ireland, including architects, engineers, planners, specifiers, developers, landscapers, builders and property owners.
Its latest advertising campaign entitled ‘Naturally’ aims to increase awareness among key decision makers in the UK’s construction industry of the natural benefits of choosing brick for building projects. The campaign will also help to support the brick industry by dispelling any misconceptions about using brick, including cost, durability and environmental issues.
The integrated campaign is targeted at architects and specifiers – including both the private and public sectors – to encourage them to design in brick rather than choose other external materials, such as timber, PVC and other rendered block work, which are more expensive and costly to the environment. The campaign also targets house builders, and design and buildcontractors who may also influence the specification process.
Think brick
The ‘Naturally’ campaign, which is being rolled out by the BDA’s marketing arm Think Brick, focuses on three key messages:
• Eco credentials: Brick is made from a natural material and manufactured locally for local markets, therefore minimising the impact on the environment.
• Competitive costs: As revealed in a recent survey by the Royal Institute of Chartered Surveyors (RICS), brick is more cost effective than any other cladding material. The campaign emphasises this message given the ongoing economic challenges the UK continues to face, particularly in the construction sector.
• Built to last: Brick requires little maintenance and has been proven to last centuries.
Each of the key messages has been illustrated using quirky doodle-style creative, and incorporated into comprehensive advertising and PR activity – both display and online. The campaign will also be utilising direct mail and promotional items, including an information folder, mugs and coasters, a special campaign letter, a quarterly publication of Brick Bulletin (specifically written for the BDA and also featuring brick projects from around the world) and an annual awards event (aptly titled The Brick Awards). A special area of the BDA’s website has also been set up where both the target audience and the media can find out more about campaign activity linked to each key message, as well as view an impressive image gallery and submit case studies.
Katherina Lewis, marketing manager at the BDA says, “We are really excited about this year’s campaign as it builds on the foundation laid down in the last couple of years by continuing to invest heavily in marketing and promoting the benefits of brick. We’re keen to show the industry why brick is best and why itticks all the boxes as a natural building material.”
