Propex is an American company that makes concrete reinforcement materials for roads. They’re damn good materials, too. A little more expensive, and worth it.
Print ad. This one, for its Fibermesh product, was aimed at contractors who typically use less-effective rebar (those long metal rods) to reinforce their concrete. Obviously, it was an eye-catcher in the trade pubs, which tend to be snooze fests.
Dollar bill. When the government passed the $780 billion stimulus package, $43 billion of it was slated for transportation infrastructure—and Propex thought “Hmmmmm, opportunity.”
The goal: Appeal to contractors’ worries about the bad economy, and convince them to choose American-made materials for their new infrastructure projects. This would not only help create new American jobs, it would help U.S.-based companies rebound during the recession, too.
Here was one of the ideas—a removable sticker placed on real $1 bills and handed out to contractors at trade shows. All designed to get their attention and encourage them to visit the website for more details.