Submitted by Anonymous on Fri, 08/12/2011 - 11:08
case study
product:
WinGuard-campaignassignment:
The PGT WinGuard campaign is an excellent example of culturesmithing in real time – of observing a cultural phenomenon (the seasonal sprouting of plywood) and adapting it to the marketing needs of our clients.making a tough job tougher:
Hurricane season lasts half the year, and millions of homeowners in the Southeast cover their windows with plywood when a hurricane approaches. This less-than-optimum attempt at protection was the inspiration for BSG's "Plywood" campaign.solution:
The "Plywood" campaign is a series of tongue-in-cheek messages spray-painted on real plywood. The arresting images were seen on TV, online, at trade shows and in print ads, billboards, bus shelters and t-shirts. Even direct mail messages were spray-painted and mailed on plywood postcards.result:
During hurricane season, WinGuard sales blew through the roof (sorry). And the campaign was rolled out to key northeast markets.