Late last spring, Tony Biffaro, Master Builders Business Development Manager, began hunting for a good idea. He and his colleagues had noticed that, recently, a number of competitors had made steady progress in promoting themselves as providers of training to the building and construction industry, and the noise they were making with advertising campaigns was loud enough to begin to distract from Master Builders’ long-established dominance in the field. The Association’s reputation and performance were unquestioned, but that wasn’t enough. It was time to do something about it.

Sometimes, you need to raise your voice. Master Builders’ new brand campaign, “Unbeatable”, speaks loud and clear.

“Training plays a big part in Master Builders’ business, and it’s becoming even more prominent,” Biffaro says.

We decided to build on the integrity, trust and all of the other elements that explain why we’ve been around for so long. We have 140 years of history. We also have exceptional content, great trainers, and no one else has anything like the remarkable resource of the BLSC. We just needed some professional help to deliver that message,” Biffaro says.

In short order, international communications agency Leo Burnett had developed a campaign theme that resonated precisely with what Master Builders was looking for. “Unbeatable” states things crisply, simply and with authority.

The action plan for the campaign includes radio ads, billboards, posters and social media engagement activities to create a continuous public dialogue for 16 weeks. A suite of radio spots led the charge, appearing on TripleM and Gold 104.3 from 15 February. Last week, “Unbeatable”-themed billboards appeared in five different locations throughout Melbourne, and over 1000 posters have been placed in high-traffic areas throughout the city.

On 29 April, the “Unbeatable” social media campaign begins, encouraging Master Builders Facebook followers to share their success stories in exchange for eligibility to win prizes, including iPad Minis and Metabo tool sets.

“It’s challenging to create a brand theme,” Biffaro says. “Our message addresses all kinds of people in the building and construction industry, not just the stereotypes. The primary goal was to put our training presence into the market in a much stronger way, and I think we’ve achieved that across the board.”