300% increase in penetration of the new waterproof packs following roadshow


To engage with a busy, time-strapped audience and show them the cost saving potential of Hanson’s new waterproof packaging, we devised a hook that they just couldn’t resist. Our Win a Van promotion was a huge success, drawing the trade to the roadshow at builders merchants up and down the country.

Our fully branded and kitted out Transit Van served as the roadshow vehicle and our give away prize. It’s this hook that really got people excited and engaged.

120 events rolled out nationwide following the resounding success of initial 30 pilot roadshows






Our experiential initiative raised awareness thanks to the live demonstration unit and competition. Ultimately driving sales of Hanson’s Multicem product. The goal was to drive demand to ensure long-term listing in builders’ merchants nationwide. They’ve achieved this and more.

All aspects of the campaign were designed to be ‘quick hits’ and engage customers in a short space of time because the dwell time of tradespeople at building merchants is limited.




“The van has been a great visual tool to introduce people to the Multicem brand. The interactive roadshow has really helped to capture people’s attention, resulting in them taking the time to learn about the brand.”