AWARDS 2012 CASE STUDY: Category 12: ‘Cemergi FACT’ for Lafarge Cement by McCann Manchester

Your download has started. Here are three more on this topic that may interest you.

Complete the form to instantly download all three.

Lafarge is the sole supplier of a unique environmental cement now known as Cemergi. It’s the lowest CO2 embodied cement manufactured in Great Britain.Lafarge recognised these ever growing sustainability pressures on the construction industry and decided to launch a marketing campaign to promote the new product to key target audiences and influencers in 2011, aiming to achieve higher sales and market share.Lafarge worked with creative and planning teams to develop different product names and campaign concepts. Qualitative research with potential customers and key influencers provided a clear product name choice, Cemergi.The ‘FACT’ concept was approved and rolled out. DM, email, online display, exhibitions, PR and trade press advertising were selected as the campaign components.

Lafarge is the sole supplier of a unique environmental cement now known as Cemergi. It’s the lowest CO2 embodied cement manufactured in Great Britain.

Lafarge recognised these ever growing sustainability pressures on the construction industry and decided to launch a marketing campaign to promote the new product to key target audiences and influencers in 2011, aiming to achieve higher sales and market share.

Lafarge worked with creative and planning teams to develop different product names and campaign concepts. Qualitative research with potential customers and key influencers provided a clear product name choice, Cemergi.

The ‘FACT’ concept was approved and rolled out. DM, email, online display, exhibitions, PR and trade press advertising were selected as the campaign components.

Elevation Awards 2025 - submission guide

Elevation Awards 2025 Submission Guide

Ready to showcase your B2B marketing success? Download the Elevation Awards 2025 Submission Guide for everything you need to know about entering, including key dates, categories, and tips for crafting a winning entry.
b2b marketing trends

B2B Marketing Awards: Breakthrough Trends Report 2025

Highlighting the trends powering the future of B2B campaigns and creative – based on insights from entries to the B2B Marketing Awards
B2B marketing

B2B Marketing Awards Winners Report 2024

This report is your ultimate guide to the most innovative and impactful campaigns in the industry. From groundbreaking omni-channel strategies to revolutionary uses of AI, this report showcases the most pioneering initiatives that have driven

Download the Report

Access These Extra Downloads

Country Flag
Propolis logo white

B2B strategies. B2B skills.
B2B growth.

Propolis helps B2B marketers confidently build the right strategies and skills to drive growth and prove their impact.