Aus-Vinyls

Strategy

With a lot of negativity around environmental credentials of PVC, Australian Vinyls, Australia’s leading manufacturer and supplier of vinyl (PVC) resin, needed to develop a strategy to overcome negativity and increase specification of PVC pipes over competitors’ products.

Solution

Immediately identified was the issue that the same distributors of the PVC pipes were also distributors of PE pipes, and therefore were not necessarily promoting the benefits of PVC over PE.

To overcome this issue and to give end users the information they were not getting through their suppliers, an industry wide campaign was developed. The Think Pipes, Think PVC campaign was designed to give engineers, project designers and builders up to date information on the benefits of specifying PVC pipes in their next project and to request this from their supplier, thereby driving the conversation regarding product specified.

Results

The Think PVC campaign has driven real growth in engineers and project managers specifying PVC pipes in major engineering projects as well as industrial building projects. This push-pull marketing strategy ran in the Australian market for over five years until it was determined a success in achieving the objectives.