Essroc is the world's fifth-largest cement manufacturer and developer of TX Active photocatalytic, self-cleaning cement.

Featured Campaign:
TX Active "New" Product Campaign, Ongoing

Objective:

• Introduce TX Active, a propriety technology and exclusive Essroc product, to the American market.

• Encourage architects to specify TX Active in their projects.

Strategy:

• Develop a message that takes the scientific photocatalytic process unique to TX Active and breaks it down into key benefits that will immediately appeal to architects. Tailor this message to work across a variety of media channels and form a single, integrated campaign directed at a new website.

• Address the product's lack of an online presence and create a "hub" for all TX materials that will point audiences to existing press pieces that featured the TX Active product to build brand recognition, ie. TIME Magazine article and National Geographic video.