Selected Works

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Alberici

Challenge

Having built a solid reputation as a leading construction company since 1917, Alberici Constructors had all the tools and talent necessary for even the toughest jobs. Our research, however, discovered that the company was perceived to be old fashioned and inflexible.

Solution

To help to create a fresh, progressive image for the company, the campaign we launched broke the Alberici mold and, in fact, flew in the face of construction industry tradition. Print ads and outdoor boards, which featured employee portraits instead of construction sites, said see who we are instead of see what we build. We also developed a provocative “flying pig” high impact direct mail piece that was designed to generate leads by addressing the health care industry’s perception of the headaches involved in construction. The campaign immediately began to produce results. In fact, Alberici credited $200 million worth of opportunities to this effort in the first five months alone.