Bossing it for Geocel

The brief was to create a new and exciting multi-media campaign for Geocel showcasing its best in the trade product ranges, including its well-known sub-brands such as Trade Mate, Joiner’s Mate, Painter’s Mate and THE WORKS PRO.

Our team felt strongly that the campaign creative should reflect that Geocel’s products are for professionals; those conscientious tradespeople who have confidence in their ability to do a good job and are willing to invest in high-quality materials to ensure their work stands the test of time. The tag line ‘Seal it, Stick it, Fill it, Fix it, BOSS IT’ also succinctly captures the broad product range that Geocel offers.

The BOSS IT campaign was built around four well-known faces from the industry: Champion Sealant’s Martyn Cooper, Chris Keels and Jodie Mullen from Keels Joinery and JBTV’s Justin Bailly. The campaign included paid and organic social media, video, traditional outdoor advertising and trade PR.

Among the centre pieces was a dramatic promotional video, with each of the trade influencers representing one of the four areas – Seal it, Stick it, Fill it and Fix it. A one day shoot at a house in Milton Keynes got us all the campaign footage we needed as well as behind the scenes video for use on the Geocel social channels. This was then followed up by a studio photoshoot to get the still photos required for the full campaign.

The BOSS IT campaign rollout began with teaser footage on Facebook and Instagram showing silhouette images, asking followers to guess who they thought would be part of the campaign. We then did the big reveal – digital billboards featuring the faces of our campaign, which ran nationally across 36 locations over the span of nine-months . The reach of the campaign was extended and enhanced through a comprehensive trade advertising and PR campaign as well as digital and social advertising. The four stars of the campaign also posted about their involvement, boosting audience awareness and engagement with the campaign.

The campaign helped us triple Geocel’s social reach for the year.