The brief

It’s only a Masterblock away

Aggregate Industries’ wanted their Masterblock brand to set the standard in the concrete building products industry. The brand needed a fresh and disruptive approach to help it stand out from the competition.


Our Approach

Masterblock has got you covered

Using our behavioural science toolkit, we understood that the key motivational driver for specifiers of concrete building products is security – they need to feel their supplier gives them certainty and assurance, so they feel in control.

We needed to emphasise Masterblock’s reliability, dependability and performance. Letting people know that whatever block type they need, be it lighter weight or thermal, acoustic or eco-friendly, the solution is only a MasterBlock away.

The campaign features three specially made 3D characters who interact with the Masterblock range to convey all of the product benefits. They provide creative flexibility to tell lots of stories about the brand, the range and its benefits. They are also completely unique to the world of blocks and bring colour and interest to an otherwise orthodox and indistinct category.

The results

In the first month:

316K impressions
39K+ views
700+ clicks

“We were really impressed with how the team at The Behaviours Agency got under the skin of the Masterblock brand and created such a standout and disruptive campaign for a brand that remains very important to our business. We’re excited to see how the launch lands with our customers.”

Jen Monaghan, Senior Marketing Business Partner at Aggregate Industries

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