Integrity Windows & Doors
In TEGrITy WInDOWS & DOOrS
Brett Boyum Dir.-Mktg., Marvin Windows &
Garrett Wilson Comm. Coord.
MAr TIn WILLIAMS ADVEr TISInG
Cindy Lord VP-Group Planning Dir.
Siobhan Neely Assoc. Acct. Planner
Mary Haugh VP-Acct. Dir.
Jim Henderson Exec. VP-Group Creative Dir.
Charles Youel Assoc. Creative Dir.
Toby Balai Art Dir.
Lannie Dawson Exec. VP-Media Services Dir.
Jenna Marfori Media Planner
AUTOMOTIVE, rELATED PrODUCTS & SErVICES
Ann Hand Sr. VP-Global Brand & Innovation
Richard Barker Dir.-Global Advt.
Kathy Seegebrecht Retail Brand & Comm. Mgr.
Kris Kaligian Advt. & Comm. Mgr.
OGILVy & MATHEr
David Fowler Sr. Part.-WW Creative Dir.
Ryan Ingram Copywriter
Don Miller Art Dir.
David Hernandez Sr. Part.-Exec. Creative Dir.
Jim Marcus Interactive Creative Dir.
John Gass Sr. Part.-Group Acct. Dir.
nEW PrODUCT DEVELOPMEn T LAB
This is the story of a little brand, Integrity Windows & Doors, that
aggressively took on vinyl, the Goliath of the category, and made
a dent. The success came from breaking with convention in messaging, creative and contact planning. Integrity was boldly positioned as products made of a composite fiberglass, an alternative that leaves vinyl in the dust. A bravado attitude fosters a
real connection with the modern-maverick-builder target while
the hyper-competitive message clearly communicates that vinyl
windows just aren’t good enough anymore.
This was a 360-degree campaign that challenged all industry conventions. Candid messages, animated characters, unexpected
placements and selfless deeds, all transcended the industry stereotypes and collectively proved that BP was a station well worth a
second look and even a left turn. BP’s voice was warm and humble,
and the message was motivating. Consumer preference rose. Station owners’ pride grew. BP saw that in an industry with such low
expectations, a little better truly could go a long way.