MI-TEK

POSI-STRUT CAMPAIGN

MI-TEK

Brief
MiTek Australia engaged us to create a product awareness campaign for their Posi-Strut flooring system, aiming to challenge the current market preference. This behaviour change campaign needed to educate and influence small to medium sized residential builders, encouraging them to rethink their choice of flooring materials and systems. The campaign also had to educate the target market on Posi-Strut's many unique advantages, while driving engagement and generating leads through the dedicated campaign landing page.

Solution
We developed a high-impact campaign that positioned Posi-Strut as the smarter, more efficient choice for builders. The creative assets showcased the system’s advantages, with clear, engaging messaging tailored to time-poor builders who are focused on bottom line results and profit. Content included comparison-focused visuals, concise benefits, and a compelling campaign headline “Rethink it with Posi-Strut”. The campaign strategy leveraged digital channels to ensure maximum reach across Australia. By focusing on targeted ads across Meta, Display and Search we were able to run a full funnel approach - prospecting and retargetting across channels to nurture enquiry on the landing page. 

Result
The campaign is still in market, and initial feedback has been positive, with strong engagement across digital channels and multiple leads within the first few weeks of going live! We’re looking forward to optimising the campaign and driving further awareness, consideration and conversions over the coming months.

Services
Campaign Creative, Media Planning & Buying, Copywriting & Video Production