Lafarge sought a campaign that would leverage its global brand reputation and cement its significance and market heritage within Zambia. By uncovering deep insights that connect the product and the various buyers within its market, Boomtown developed an aspirational and locally-relevant campaign that focused on celebrating Lafarge’s 70-year contribution to one of Africa’s fastest growing markets.
The campaign was brought to life in various media, including radio, billboards, television, instore promotions, and print ads for relevant publications within the civil and building industry.
The TVC, which sees a grandfather reminiscing with his grandson, was designed to highlight how Lafarge Zambia and its cement products have helped build Zambia’s impressive infrastructure – from highways and runways, to universities and schools.
To create an authentic TVC, Boomtown collaborated with a local activation company, a TV production company and local actors – a strategy that produced a high-quality final product that was genuinely Zambian.
Speaking to building the dreams of Zambian people, the campaign stimulated demand from end users and reinforced the trust in Lafarge, highlighting how the product is reliable, high-quality and built on a 70-year-strong foundation within the country.
Our campaign was awarded Most Creative Outdoor Advert and Most Creative TV Commercial (TVC) by the Zambia Institute of Marketing for its outdoor adverts and TVC created by Boomtown’s creative team.
Integrated Brand Communications