Client:
In partnership with VMLY&R and Ogilvy for James Hardie
Challenge:
James Hardie Industries, the world’s largest manufacturer of fibre cement products, wanted to showcase their new Hardie Fine Texture Cladding directly to consumers in a unique and engaging way. In 2021, we helped make this vision a reality. James Hardie wanted to create an interactive experience that would take their products to the public, allowing consumers to engage with the cladding in a hands-on, immersive environment. The goal was to design a mobile solution that could travel to various locations across multiple states, showcasing the product at hardware stores and exhibitions.
Solution:
In partnership with VMLY&R and Ogilvy, we designed and built three custom portable showrooms in the form of modified shipping containers. These eye-catching containers were painted entirely in James Hardie’s signature green with bold white branding, ensuring they would stand out at every event.
Each container was equipped with double doors at both ends, LCD screens displaying product content, and walls lined with James Hardie’s latest cladding products. Custom graphics throughout provided detailed product information, creating a fully immersive, educational experience. The containers were designed to run on either mains power or an on-board generator, allowing them to operate off-grid, ensuring flexibility for any location.
Execution:
The first showroom container was launched in 2021, touring over 40 hardware stores across three states. Its success led to the creation of two more containers in 2022. One of these travelled through Victoria for events at Bunnings and Bowens, before embarking on a roadshow around New South Wales. The third container took to Queensland for a similar tour, all with the goal of bringing the James Hardie experience directly to customers across Australia.
Outcome:
The mobile showrooms were a resounding success, providing a hands-on, sensory experience where customers could see, touch, and learn about the Hardie Fine Texture Cladding. The ability to travel to multiple locations and interact directly with the public allowed James Hardie to engage with their target audience in a meaningful and memorable way.
Conclusion:
This project not only showcased the Hardie Fine Texture Cladding, but also highlighted the power of immersive brand experiences. The partnership with VMLY&R and Ogilvy allowed us to bring James Hardie’s vision to life, and the success of the initial container spurred the creation of additional showrooms. Watching the project come together was incredibly rewarding, and we’re proud of how these mobile showrooms have continued to deliver exceptional results.
Take a look at how impressive these portable showrooms turned out!
BRANDS WE’VE MADE STAND OUT
