To win in a game of Construction Materials, we need to engage at all level of customers

SHERA, One of the Global Leaders in Construction Materials that offers a whole range environmental-friendly products, had decided to reinvigorate the whole brand in A2 market to support progressive business growths in coming years.

As opposed to fast-moving consumer goods (FMCG), the purchase-decision journey to is rather more complex. Those purchase decisions are manipulated and influenced by numbers of parties as well as multi-level consumers.

One simple yet powerful idea of "Empowering the Pros" was developed and cascaded-down into multiple touch-points to engage all level of users.