Ugine ALZ
Because of the manifold benefits of stainless steel as a construction material there is a danger that prominently mentioning all those benefits within a single advertisement would risk an individual and specific benefit being lost amongst its fellows. The solution was to focus on a specific benefit in a specific context.
The advertisements had to not only attract, but also inform with answers to potential questions and finally to convince through credible evidence and example. By carefully building the message within the advertisements, the call to action was made more compelling. The campaign proved successful in delivering large projects. "Every time we put your piece out, the phone rings and they're not small projects" - Product manager, Arcelor