See Us In A Different Light

By Periscope

The Idea

Within the trade, Andersen had a reputation of offering replacement windows that were a bit outdated — the old “white window” company, as they were known. Not offering a lot sizes, variety, styles, etc. So to chance that perception, we decided to show the trade that Andersen was serious about offering more. So we changed the most important Andersen asset…their logo. The logo became the vehicle to deliver very specific product messages, in a way that was innovative and intriguing. The campaign was tied together with the tagline, “See Us In A Different Light.”

Delivery of Work

Each "icon" was featured in a product ad in trade magazines. Many times, the ads were run as three consecutive third pagers to reinforce how Andersen was indeed different. Inserts were also used in magazines, where several icons could be used in the same piece. Collector coffee mugs were printed, each with a different icon. A poster, containing all of the icons, were distributed to window dealers. Animated online banners showed the icons coming to life, and drove viewers to a mini site where they could see all the icons and learn about the products. And lastly, the icons also became part of an animated video shown at trade shows. Each of the icons uniquely transitioned into another, becoming an animated incarnation of how Andersen was truly different.

The Results

The campaign was a success both internally and externally. So much that it earned a second year of exposure, with more icons to come. The client saw a request for replacement product information grow. Since its launch in mid-July 2010, the www.andersendifferent.com site has garnered about 25,000 page views and 10,000 visits.

Credits

 

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34