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Maintaining the position in the Danish market

Australian-based James Hardie is a global leader in fibre-cement cladding, and their unique HardiePlank® portfolio practically defined the criteria for reliable planks.
James Hardie was founded more than 100 years ago in 1888. The company has grown to employ more than 3000 people worldwide and is generating an annual turnover in excess of £2 billion.

James Hardie

The task

Despite a very strong global presence, and a leading position in the Danish market for the last decade, changes in commercial circumstances and the arrival of new competition demanded a boost in market communication to reaffirm the singular quality of HardiePlank®.

Kunde & Co was asked to help James Hardie ensure a solid brand association and to increase brand awareness of James Hardie as the ‘owner’ brand of the HardiePlank product in the Danish market.

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The campaign targeted 25,000 Danish contractors to ensure that the unique quality of HardiePlank® was immediately understood, recognised and appreciated by the market.

The campaign tagline, “Hardie holder 100,” takes its departure from the unique quality of all HardiePlank® products designed specifically for Scandinavia. The tagline successfully encapsulated quality and unmatched durability, and would be used to drive market demand by motivating customers with well-documented advantages


An integrated campaign strategy

The campaign aired in late September of 2017, in order to establish a broad presence through an integrated media strategy employing both on- and offline content that focuses on clear, frequent communication to the core target group.

To form a strong awareness base concerning product benefits, the campaign is led by impactful inserts and full-page ads in key trade magazines, supplemented by digital adverts, a targeted webpage, and social media posts on the newly created James Hardie Facebook page – all of which assisted in compiling a database of potential customers.

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We delivered

  • Brand platform
  • Communication concept
  • Campaign website
  • Insert for trade media
  • Ads for trade media
  • Facebook page
  • Social media track

Want to know more?

Søren Poulsen

Senior Partner
Read more

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