Quality above all else.

Challenge & Overview

When WeatherGard first approached us, they had not advertised on TV in 10 years…and yet, everyone seemed to still know their jingle.

Many times, when an agency takes over an account they feel the need to put their stamp on it, and sometimes that means stamping over strategies that work. At Strive, we’re conscious of that potential misstep and respectful of strategies and ideas that precede us. So, we knew one thing… we were keeping the jingle!

As we learned more about WeatherGard, we uncovered a story that needed to be told, one that would resonate with the locals and one that made us proud to be working on the account.

The challenge was to break through the clutter and make people aware of WeatherGard’s quality and dedication to its customers.

Goals

The primary goal was simple; create awareness of WeatherGard’s superior quality and value, but their story was deeper than that.  We highlighted 5 main pillars in which we’d build the foundation of our campaign messaging:

Window Quality: The campaign aimed to highlight WeatherGard’s commitment to providing high-quality windows that were specifically designed to withstand Michigan’s temperamental climate thus providing superior quality and durability over their competition.

Competitive Pricing: Emphasize the value customers would receive by choosing WeatherGard’s high-quality windows at a reasonable price point.

Dedication to Customers: Differentiate WeatherGard from competitors who relied on pushy sales tactics, showcasing WeatherGard as a company that truly cared about its customers’ needs.

Innovator in the Business: Educate potential customers by highlighting the company’s inventions and improvements in window quality and durability. The goal was to establish WeatherGard as a leader in the market and a go-to choice for customers seeking cutting-edge window solutions.

Family-Owned & Local: Emphasize WeatherGard’s status as a local, family-owned business. This aspect would help build trust and resonate with customers who value supporting local businesses. The goal was to leverage WeatherGard’s family-owned status to create a sense of authenticity, reliability, and a strong connection to the local community.

Approach

The WeatherGard campaign focused on emphasizing the company’s local, family-owned roots, a factor that resonated deeply with the Michigan community. By highlighting their commitment to quality and customer service, the campaign presented WeatherGard as a trustworthy alternative to competitors’ pushy tactics. Retaining their familiar jingle strengthened brand recognition, while showcasing their product innovations reinforced their reliability.

Ultimately, the campaign’s success lay in its authenticity and straightforward messaging—an approach that contrasted sharply with the aggressive claims of competitors, aligning perfectly with what the public truly wanted: honest, dependable service.

Impact and Success

By highlighting WeatherGard’s unique qualities, including its local, family-owned status and specialization in products for Michigan’s temperamental climate, the campaign was able to differentiate the company from its competitors. This differentiation helped WeatherGard stand out in the market, capturing the attention and trust of customers who were seeking a reliable and dedicated provider of high-quality windows.

As a result of the successful implementation of the campaign, WeatherGard experienced a significant impact on its sales. The company saw an impressive growth rate of 15% in annual sales. This growth can be attributed to the campaign’s ability to create awareness, differentiate WeatherGard from competitors, and communicate the company’s commitment to quality and dedication to customers.