'Xlerate to XLERPLATE®'

In 2004, BlueScope Steel launched the 'Xlerate to XLERPLATE®' campaign to celebrate the branding of our Australian made steel plate.

The 'Xlerate to XLERPLATE®' campaign was conducted in stages over 6 months from July 2004 to January 2005.
Each stage involved sending customers promotional mail and items (eg. lolly jar, slinky, back massager) related to a particular feature of XLERPLATE®, with the opportunity to enter a prize draw each month.
Three major prizes, each consisting of a $15,000 holiday to any Club Med destination around the world were up for grabs.
Of the 1,168 customers invited 43% participated.
The campaign helped customers understand more about our Australian made XLERPLATE® steel and how its benefits could be of value to them in their business.