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.
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.