Roofing Tile Association launches campaign against sheet metal
The Roofing Tile Association of Australia has launched a campaign aimed at encouraging new home buyers and builders to choose concrete and terracotta roof tiles over their most commonly used rival, sheet metal.
Created by Ursa Metropolis, the ad agency which specialises in the property and finance sectors, has launched TV, press, outdoor and online ads, together with collateral sales material.
The marketing activity is the first from tile manufacturers in some time. The agency said it has been designed to slow the momentum that metal roofing has gained over the last few years.
The “Come home to tile” campaign aims to point out the structural and lifestyle advantages that concrete and terracotta roof tiles have over sheet metal.
The RTAA was created through an amalgamation of a number of state associations. Since 2004 it has been working to promote the activities of the concrete and terracotta tile industry in Australia.
Credits –
- Client: Roofing Tile Association of Australia Inc
- Executive Director: Tony Tanner
- Agency: Ursa Metropolis
- Exec Creative Director: Denis Mamo
- Creative team: Helen Shortis & Geoff Fischer
- Group Account Director: Mei-ling Billing
- Agency Producer: Chris Ford
- Prod Co: Luscious International
- Producer: Lucas Jenner
- Director: Richard Gibson
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
topics
Advertising
uh-oh, it’s gunna be a sheet fight!
…
i’ll grab my coat…
User ID not verified.
I have a metal sheet roof and I must admit I find it pretty silent.
I’m not sure ‘noise’ is a reason people would change to tiles. Are there any benefits people would more likely notice (temperature, replacement life, etc)?
User ID not verified.
Oh Philby – you slay me!
User ID not verified.
Nice work guys – tough brief, nice insight, and nicely delivered on.
User ID not verified.
I dunno about this. I think it’s a nice ad but personally for me there’s nothing quite like the sound of rain on a metal roof.
User ID not verified.
Nice work Mei-ling & Soph.
User ID not verified.
Where the Sheets have no names
User ID not verified.
Love the sound sting at the end. Describes tiles without saying a word.
User ID not verified.
I have to agree wholeheartedly with Damo — it’s a multi-generational part of Australian heritage to love the sound of rain on a metal roof, that goes back to early settlement.
I’m not in love in any way with the traditional form of federation/colonial architecture, but the metal roof is a winner for any home, so far as I’m concerned. ☺
Anonymous asked the question of advantages of sheet metal roofing:
* if you have a quiet house, it’s either due to many layers of material between you and the roof sheeting (typ. plaster and thick foam insulation), or your hearing that is the reason — metal roofs are not usually silent, as per my comment above;
* aesthetic appearance is the key reason for choice (limitless colours, many varied profile shapes to choose from);
* flexibilty in form (ie. it can be made in almost any shape imaginable, including vertical, like walls, right through to nearly horizontal, if you don’t want the roof visible);
* reliably durable (it can be walked on fairly safely without breaking and lasts 20-30yrs without much maintenance);
* quick to lay (reduced labour costs on larger projects and easy replacement);
* lightweight (more economical over large spans, which is why it is used exlusively for commercial/industrial roofing).
Concrete roof tiles are almost the exclusive domain of project home builders, where the economies of scale mean they can actually build home cheaper with tiles than sheet metal, which is rarely offered. key advantages are:
* affordable (assuming you build a project built home, rather than custom-built)
* appearance (if you want the nostalgic lumpy shape of tiled roofs);
* more quiet (if it’s raining, or you live in a aircraft flight path);
* long lasting (up to 50yrs if you regularly service it), however, every time someone walks on your tiles they will mostly break a few of them, so you should always keep a supply of spares.
The ancient, expensive, fired-clay red/orange/terracotta roof tiles are arguably the best of all, for controlling solar heat gain, (with a degree of inbuilt insulation);
however, they come in few colours, are limited in availability, are equally breakable, can crack in cold weather, although they can last for centuries if cared for.
The best roof colours for our climate are actually near-white colours, which reflect almost al the suns’ heat away from your home, thus reducing cooling costs, terracotta purportedly stores this heat, while concrete tiles transmit the heat into your roof space.
Unfortunately most home buyers opt for dark coloured concrete tiles, (darker for minimal appearance, concrete for affordability).
as for this marketing campaign, I don’t see the need — with so many builders doing all the marketing for them, why does the concrete tile industry see a need for more??
User ID not verified.