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LP Legacy campaign is a hit

The sub-floor’s “Tested Extreme” campaign garners advertising awards.

BY HBSDealer Staff

The “Tested Extreme” campaign created to promote LP Legacy, an engineered sub-floor that provides extreme strength and performance, has won several awards: most notably two Telly Awards, a highly coveted honor amongst advertising professionals, as well as a NW Marketing Award.

The launch of LP Legacy into the competitive marketplace has been an all-around success with sales for the first year after launch exceeding LP’s aggressive goal by 6%, LP reported.

Given that the building products industry has historically not been known for its inspired advertising campaigns, it can be a challenge to portray products such as OSB in an attention-grabbing way, and traditional building products advertising tends to focus on product features on a standard jobsite. Not so the “Tested Extreme” campaign for the premium LP Legacy sub-floor panel.

“We wanted to challenge the status quo of how advertising is done in our industry and raise the bar,” said LP business marketing manager Lorraine Russ. “It’s safe to say that we succeeded. Winning three creative awards is a tremendous positive surprise. By showcasing our brand’s performance in the toughest imaginable conditions, we have established the trust and consideration of our customers, and our sales figures show that they are responding.”

The disruptive concept for the campaign was designed to stand out by showcasing an innovative product demonstration that proves performance by exposing the product to an environment far more extreme than on a typical jobsite.

The execution included two scenarios: In the first expedition a panel was dropped 70 feet over a series of waterfalls and left in the rushing river for 24 hours. In a second test, professional mountain bikers constructed a ramp of LP Legacy panels in the rainforest and jumped 20 feet from ramp to ramp repeatedly under wet and muddy conditions.

HBSDealer featured a video from the first scenario last November.

Made with Gorilla Glue Technology, LP Legacy a complete sub-floor solution that provides exceptional moisture resistance, stiffness and density for superior performance in wet, harsh environments and carries a class-leading “Covered Until It’s Covered,” no-sand warranty as well as limited lifetime warranty that lasts as long as the home.

“Tested Extreme” won a Silver Telly Award in the Online Commercials- Campaign-Business-to-Business category, and a Bronze Telly Award in the Online Commercials-Campaign-Promotional category. The campaign also won a Northwest Marketing Bronze Award for Print Advertising.

“Being recognized for this campaign is a great honor for us,” says Heather Crunchie, principal of HighViz Strategy, the Portland-based agency that created and executed the “Tested Extreme” concept. “Above all, it was terrific to be able to work with a company that truly stands behind its products and is willing to put it to the test under these extreme conditions.”

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WD-40 moves ‘secret’ formula

Brink’s is enlisted to transport WD-40’s longtime formula to an undisclosed bank vault.

BY HBSDealer Staff

Borrowing a page from a Hollywood blockbuster, WD-40 recently went to great lengths to ensure its top secret of formula didn’t fall into the wrong hands.

While the flagship product is estimated to be in 4 out of 5 American households, the ingredients of WD-40 are only know to a handful of people. To move the formula to a secure bank vault, the household products manufacturer enlisted the help of an armored vehicle and security team.

Beginning at the company’s San Diego, Calif. headquarters WD-40 president and CEO Garry Ridge presented the mysterious formula to Brink’s – the secure logistics provider. With a briefcase handcuffed to his wrist, Ridge was then transported to a nearby bank vault.

WD-40 claims the formula hasn’t been touched by human hands in more than 15 years since the company celebrated its 50th anniversary. Now in 176 countries and territories globally, the “secret sauce” has had the same basic ingredients since the company’s founding 65 years ago.

“WD-40 Company was founded in 1953 as Rocket Chemical Company by three technicians looking for a rust-preventive solvent to protect missiles from corrosion and has grown well beyond the beloved multi-use formula,” said Ridge. “We’re constantly looking for ways to make it better than it is today, delivering unique, high value and easy-to-use solutions for a variety of maintenance needs.”

This has included not only new ways to apply the multi-use product, such as WD-40 EZ-Reach, which includes a bendable straw to get into hard-to-reach places, but also new product lines for DIYers and trade professionals alike, Ridge says.

In 2017, WD-40 reached net sales of $381 million. Along with its namesake product and WD-40 EZ-Reach, the company has introduced a range of products including WD-40 Smart Straw, WD-40 Trigger Pro, and WD-40 Specialist. The latter was introduced in 2011 and has grown into a line of 18 products.

Ridge says he attributes WD-40 Company’s continued success to its people.

“While our products and the secret formula are fundamental to our success, so too are our people,” he said. “We exist to create positive lasting memories in everything we do, and we couldn’t do that without our nearly 500 tribe members across the globe who are dedicated to living our values, solving problems and making things work smoothly in workshops, factories and homes.”

 

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Pella gets ‘Insynctive’

The window maker has launched a new self-monitoring security app.

BY HBSDealer Staff

Pella Corporation, the makers of Pella windows, has introduced its new “Insynctive” technology app.

The free Insynctive app allows users to self-monitor their windows and doors, and control and program motorized between-the-glass blinds and shades.

Users can locate and download the “Pella Insynctive” app in both Apple and Android stores. The Insynctive app delivers a DIY-friendly guided setup to help users connect their windows, doors, blinds and shades via the Pella Insynctive Bridge.

Users can easily check at-a-glance on the status of their windows and doors and receive status notifications through their mobile device.

“Through integrated technology and the new Pella Insynctive app, Pellawindows and doors can deliver the added peace of mind that our customers desire.” said Caleb Klein, product manager for Insynctive technology at Pella. “As a company, our goal is to continue to create innovations like Insynctive that maintain the integrity of beautiful design, address the ever-changing needs of our customers, and make life easier by creating added security, comfort and convenience.”

Pella Insynctive products are compatible with a wide variety of security systems and home automation systems.

Pella worked with MiOS, LTD., a global software company, on the creation and development of the Pella Insynctive app.

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