Adsarchive » Promo , Case study » USG » THE WEIGHT HAS BEEN LIFTED


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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United Kingdom
Agency GyroHSR
Executive Creative Director Doug Kamp
Creative Director Ted Wahlberg
Art Director John Castaneda
Copywriter Greg Fioretti
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: USG
Date of First Appearance: Jul 2 2010
Entrant Company: GYROHSR, London, UNITED KINGDOM
Entry URL:
Executive Creative Director: Doug Kamp (GyroHSR)
Creative Director: Ted Wahlberg (GyroHSR)
Creative Director/Art Director: Andy Mamott (GyroHSR)
Creative Director/Designer: Scott Emond (GyroHSR)
Sr. Art Director: Mark Sedlacek (GyroHSR)
Copywriter: Greg Fioretti (GyroHSR)
Sr. Designer: Jonathan Hart (GyroHSR)
Creative Director/Production: Dan Fergus (GyroHSR)
Graphic Designer: Sean Beverly (GyroHSR)
Art Director: John Castaneda (GyroHSR)
Graphic Design: Raphael Cabrera (GyroHSR)
Planner: Mike Hensley (GyroHSR)
Account Director: Paul Brusatori (GyroHSR)
Web Developer: Vic Emond (GyroHSR)
Public Relations Consultant: Amanda Stewart (GyroHSR)
Media Director: Tom Ferry (GyroHSR)
Media placement: Print – 1 Geo-Targeted Spread Ad - Builder And Remodeling Magazines - 1 September2010
Media placement: Online – 1 300x250 Expandable Banner -, - 1 August 2010
Media placement: Online – 2 728x90 And 300x250 Roadblock Banners -,, - 28 July 2010
Media placement: Online – 1 300x250 Ticking Clock Banner -,, - 5 July 2010
Media placement: Online – 1 300x250 Geo-Targeted Banner -,, - 6 September 2010
Media placement: Public Relations – 1 Multi-Media News Release With Video, Audio With Online Dist - PR Newswire (CNBC, Fox Business, MSNBC, CNN, Fox News, Discovery Channel, ABC, N - 28 July 2010
Media placement: Public Relations – Media Coverage - This Old House, Chicago Sun Times, Constu-Guia Al Dia, Fast Company, Green Build - 1 August 2010
Media placement: Public Relations – Product Placement - Extreme Makeover: Home Edition, Today’s Homeowner With Danny Lipford, The Intern - 1 August 2010

Insights, Strategy & the Idea
United States Gypsum (USG) was launching their category-redefining SHEETROCK® UltraLight Panels. The challenge was to get the building trade to understand this marked the birth of a new category of drywall, not just a product improvement. USG also had to convince a diverse audience, from contractors to installers, that despite the economic downturn there was something positive happening in the industry. So instead of touting UltraLight as 30% lighter, we quantified the actual weight USG was lifting off their customers’ backs. At 15 pounds lighter per board, the difference over time is staggering. To carry standard drywall was to literally shoulder an extra elephant worth of weight over the course of a job. Customers instantly translated this difference in weight to benefits most relevant to them. Contractors recognized a lighter board could help crews work faster, saving time and money, while installers felt UltraLight could improve their overall well-being.

Creative Execution
Bold imagery illustrated the weight difference between standard drywall and UltraLight, begging the question “If you’re not lifting UltraLight, what are you lifting?” We then presented UltraLight drywall as a revolutionary alternative that could alleviate the burden installers and contractors had been carrying. Anchored by the simple mantra, "The Weight Has Been Lifted." A digital and print teaser campaign counted down to an historic unveiling. On launch day, key industry sites were taken over with banners directing traffic to a virtual product reveal. National print and digital advertising drove awareness, while a mobile tour and retail POP own-the-aisle program were initiated to put product in installers’ hands. Customers’ enthusiastic reactions were captured and collected on a microsite (the most robust interactive experience USG has ever produced) that celebrated the technology behind the innovation, evangelized this new category through the voice of the customers, and shared in USG’s own excitement.

Results and Effectiveness
The integrated campaign helped USG exceed first year sales goals by 100% within six months of product launch and surpass a 10-year conversion goal by 24% within 9 months of launch. The adoption rate at The Home Depot also increased more than 25% after launch, with the retailer selling one sheet of UltraLight for every three sheets of standard drywall. And nearly a year after launch, continues to attract over 35,000 visitors a month.
Additional media/PR results include:
- Online impressions: 1,990,306
- 1,273 articles and airings
- 53,131,751 total impressions