CRH Building Solutions Group

THE CHALLENGE

The largest building materials business in not only North America but also the world was launching a new business division, The Building Solutions Group, and that group needed to feel like a local shop, like a business you’ve been doing business with your whole life, like a group of highly-skilled boots-on-the-ground professionals who can successfully steer your project from napkin sketch to state-of-the-art stadium with aplomb. In a category that’s known for being notoriously disconnected, how do we make people the priority and connectivity the prize?

THE INSIGHT

We build a new kind of connectivity for the next age of industry. We’ve never been more connected than we are now – by phone, text, email, twitter, facebook, Instagram. Yet, being truly connected has never felt more important, more vital. Real connectivity is like oxygen; we humans need it to survive, and thrive. Enter the Building Solutions Group.

THE SOLUTION

Connect the Dots. This is a campaign that builds on the idea of building from the ground up, of connecting the people of the Building Solutions Group to the wider CRH teams, and wider still to building owners and developers, architects and engineers, contractors and subcontractors. This is a campaign about connectivity.

THE RESULT

A sweeping brand campaign that shone a light on the strikingly singular capabilities of the Building Solutions Group, humbly differentiating them from their competition. Connect the Dots touched every aspect along the customer journey, fulfilling on the promise of offering solutions unlike any other in a style and voice that put people at the forefront of a materials business.