LP Legacy campaign is a hit
The sub-floor’s “Tested Extreme” campaign garners advertising awards.
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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