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.