Tensar
Ad campaign for the world’s largest geogrid producer – the ‘Under Every Road’ campaign.
Tensar is a leading provider of innovative solutions for ground stabilization and soil reinforcement. Their products are designed to improve the performance and lifespan of infrastructure projects, such as roads, railways, and retaining walls. They use cutting-edge technology and engineering expertise to help their clients reduce costs, increase safety, and improve sustainability.
The Grove team was tasked with creating concepts for print advertising to promote Tensar’s geogrid product. We understood the importance of developing a unique visual style that could distinguish Tensar from other advertisers in construction and engineering trade publications. Keeping this in mind, we came up with various design concepts that effectively conveyed the message and helped Tensar stand out from the crowd.
Services:
Brand Collateral
Campaign Concepts + Design
Research & Strategy
Our team conducted initial discovery sessions to gather information on previous Tensar campaign concepts, messaging strategies, target audiences, and competitor advertisements. We aimed to leverage the parent Tensar brand and its feature product, the TriAx Geogrid, to develop a campaign that highlighted the three key “heroes” of Tensar.
These included the brand as the hero, pushing Tensar to be a trusted industry leader, the product as the hero, educating the audience about Tensar’s innovations, and the partnership as the hero, emphasizing the end customer and user.
Visual Approach
To strike a balance between imagery that emphasizes people and the technical application of the Triax product, our team meticulously crafted moodboards to explore the visual application of the approved campaign concept. Our primary objective was to create a visual style that not only stands out and captivates people but also stays true to the Tensar brand standards.
Advertising Layouts
Once we had established a clear visual direction, our team created an ad campaign that would remain consistent across various industry publications for both print and web applications. Some were targeted towards engineers and project managers, while others focused on education and innovation, each centered around one of the three hero themes – brand as a hero, product as hero, and partnerships as a hero.
Successful “Under Every Road” Ad Campaign
Our team’s expertise in leveraging the Tensar brand and TriAx Geogrid product resulted in a successful “Under Every Road” ad campaign that ran successfully on industry print publications and websites.