HEART AND SOUL INTO GLT CAMPAIGN
When Hyne Timber released its new Glue Laminated Timber (GLT) campaign earlier this year it wasn’t exactly what you’d expect from an Australian softwood processor. Playing on the love story Hyne Timber has with Australian pine, and with a focus on building relationships at every stage of the design and construction journey, the new campaign featured plenty of cheeky puns and innuendo… and it certainly got to the heart of discerning clients! It’s all part of Hyne Timber’s service-based marketing strategy which sees the company working closely with both the specification and construction supply chains. “We’re really happy with this playful approach and hope it will inspire product specifiers to rekindle their passion with GLT,” said Jeremy Mead, Hyne Timber’s National Sales and Marketing Manager. “The aim was to find the fun angle in a time when complex issues like non-compliance, increased regulation and ambitious sustainability goals are increasingly becoming key motivators in our industry. It’s a crucial step in driving engagement and interest in very complex topics. “It complements our T3 Green Plus video campaign in its effort to differentiate Hyne Timber, while motivating the building trades to get more familiar with the products they’re using. “It’s a theory we’ve borrowed from the edutainment industry, and has seen us develop unbelievably strong engagement and interest.”
“Crucial step in driving engagement and interest in very complex topics”
Taking a quick look at Hyne’s new brochure, the clever marketing of the “love” theme gets the GLT message across like never before … + It’s the story of innate beauty, enduring connections and a natural strength that spans great distances. + It’s the story of bold looks, infinite possibilities and “happily ever after”. + When timber sections are meticulously selected, lovingly arranged and glued together with extreme precision, a bond like no other is formed. + Technology sparks many modern romances. This one is no different. + Chosen for its natural aesthetic and structural properties, our timber is being used in extraordinary ways. It just goes to show that with love, all things are possible. + At the heart of every great relationship is communication. At Hyne Timber, we work hand-in-hand with you through the design, engineering and construction journey. + This isn’t the end of the story. It’s just the beginning! The whole thing is a breath of fresh air, especially when, generally speaking, much focus these days is on bad news.
Ashleigh Muller, Jeremy Mead and Liliane Kao from the Hyne Timber Marketing Team.
Hyne Timber CNC automated joinery capability.