Most Innovative Marketing Program

Large Manufacturer
 

 
  A Velux video demonstrates the elements of the Drama Heights campaign.

Drama Heights/No Leak Skylight Campaign

 

Velux USA

Fort Mill, S.C.

 

After introducing its No Leak skylight to the trade audience in 2010, Velux focused its attention on inspiring and educating the consumer audience about the new product. It oftentimes can be challenging for the consumer to experience the transformation a skylight brings to a room, with natural light from above, through traditional media, however.

To take on that challenge headfirst, Velux set out to capture the imagination of aesthetic decision makers by creating a stand-out campaign showcasing the drama that skylights can bring to any space. Arresting print ads and online banners feature three unique characters that pique interest and inspire while driving consumers to dramaheights.com where the ads come to life in serialized webisodes.

 
Magazine ads with characters from Drama Heights featured a special code so consumers could participate in "augmented reality" as part of the campaign.  

The webisodes tell the tale of a dramatic love triangle unfolding under the splendor of natural light from above. In addition to the webisodes, the consumer can see how a skylight can transform the rooms featured in the ads, via "augmented reality," by using the AR code found on the ad. Through social media (Twitter, Facebook and YouTube), the campaign encourages consumers to follow and share the stories, as well as return to  the site again and again, engaging them in the promise of intrigue now linked with skylights.

“Drama” is targeted to reach key influencers in magazines and websites that speak to their interests including home d├ęcor, cooking, fashion and travel. Consumers will be able to voice their opinion on which skylight-inspired character they want to see win out in the dramatic love triangle by voting in the fall. The winning character will be featured in a grand finale on dramaheights.com and gain all the splendors of love and natural light.

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Small/Medium Manufacturer
 

 
  Consumer and professional brochures were developed to introduce the new mid-range line.

Sentinel by CGI Product Launch

 

CGI Windows & Doors

Miami, Fla.

Sentinel by CGI window and door products were developed to provide the manufacturer and its dealers with a product line to compete in the mid-price point category. As part of the product launch, a number of instrumental programs had to be in place. First, a total rebranding and repositioning of the CGI product portfolio was required and implemented to help customers distinguish the company’s various product lines. Secondly, a totally redesigned CGI website with several new enhanced features was introduced, and finally, the company implemented its new Quotrac quoting and operations software.

 
Support materials included new showroom posters and window clings.
 
 

In addition to the Sentinel line, the company—traditionally targeting the high-end impact-resistant market—had just nine months earlier launched its Estate Entrances, a high-end entry door line. With the introduction of a mid-range line, it decided to re-brand all its higher end products under the Estate Collection name. It also adjusted changed its corporate logo and established a separate commercial product brand identity.The Sentinel product line launch was supported with the development of consumer and professional brochures, signage, POP showroom materials, and a dealer support notebook. As part of the drive to enter the mid-range impact-resistant product market, the company also developed the Cooperative Growth Incentive Program. The CGIP co-op plan was designed to incentivize dealers with a combination of marketing vehicles—including print advertising, internet media, signage and events—and cash incentives. 

As part of the Sentinel launch, the company upgraded its website to reflect its new broader product line and different brands. The upgrade also included a separate architect and dealer logins, upgraded dealer locator, improved content, imagery and an enhanced overall look and feel.

Because the new product line would have required CGI to invest much time and effort inputting product details into its existing quoting system, the company instead decided the launch of Sentinel by CGI would also be a good time to upgrade its business systems and complete this effort using a new upgraded system for all of our products. The new Quotrac system has been well received and allows dealers to quote much faster and offers greatly increased flexibility. Some of the enhancements include the ability to print Autocad images, the hiding of dealer costs when selling in the home, and the ability to configure products based on design pressures.

 

 

Industry Supplier
 

 
  The Project Nexus launch incorporated a variety of mailers and a special website to formally introduce the Quanex name.

Project Nexus Launch

 

Quanex Building Products

Houston, Texas

A new approach to serving North American residential building products markets, Project Nexus was designed to unify Quanex's Engineered Products Group family of businesses: Homeshield Fenestration Components, Mikron Industries and Truseal Technologies (since the launch, Quanex has added Edgetech I.G., as well). Until the launch of Project Nexus at the 2010 GlassBuild America, the three businesses operated independently with much success. The goal was to launch the Quanex brand through marketing programs that work to unify and tap into the collaborative potential of the three company's sales, marketing and engineering teams. The program also set out to identify Quanex's mission of becoming the leading manufacturer of fenestration systems and components, recognized for energy efficiency and leading edge product and process technology.

With GlassBuild, Quanex set out to formally introduce itself to the window and door industry.  It established a large presence at the show and focused on bringing high-opportunity prospects to the booth through a wide variety of targeted promotions. It also worked to engage visitors while at the booth. The sales force was trained and prepared to be ready to greet visitors and share the new Quanex. To educate the industry about future initiatives for energy efficiency and windows, and present Quanex as an energy-efficiency design expert, the marketing effort also included a special focus on energy-efficiency initiatives in the show booth graphics. The company also hosted a meet-and-greet networking reception featuring a speaker discussing the U.S. Department of Energy’s R-5 Windows Volume Purchase Program and other topics.

 
  The booth highlighted Quanex's individual brands, as well as the combined capabilities of their various components to create high performance doors and windows.
 

Project Nexus emphasizes cross-selling of products and services between companies. The marketing initiative at GlassBuild highlighted an integrated systems approach through graphics and messaging. The displays not only showcased innovative product technologies designed to deliver superior performance, the benefits of receiving streamlined vendor support were also promoted. The company put particular emphasis on the capabilities and support it could offer to regional customers.

In addition to the GlassBuild show efforts, Quanex supported its overarching Nexus launch brand message and integrated systems approach with a MeetQuanex.com website; print and email direct mailers; VIP program promotions and a print and online advertising campaign (print and online). In January 2011, it carried the overarching brand message to builders and remodelers with a display at the International Builders' Show in Florida.

 

 

 

 

Other 2011 Crystal Achivement Award Winners:

 

TECHNOLOGY

 

Most Innovative Window

Large Manufacturer
Essence Series
Milgard Windows & Doors

Small/Medium Manufacturer
Series V-100 Tilt & Turn WinDow
Windoor Inc.

 

Most Innovative Door

Large Manufacturer
Sliding Glass Door Series 470, 570,
2770 & 2870

PGT Industries

Small/Medium Manufacturer (Tie)
SecuraSeal Sliding Patio Door
Haddon Windows & Doors

The Nantucket Collection
Simpson Door Co.

Most Innovative Component

Window
Double Snap Trim
Royal Window & Door Profiles

Door
Sentry Multipoint Hinged Patio Door Hardware
Truth Hardware

Glass/Glazing Component
Pleotint SRT Film
Pleotint LLC

 

Unique Innovation

Implementation of QR Codes
Seaway Manufacturing Corp.

 

MANUFACTURING

Most Innovative Plant

MasterGrain/Weber Manufacturing Technologies

Most Innovative Machine

Frame/Sash Fabrication
SCF 430 Multiprocessing Machine
Joseph Machine Co.

IG Production/Glazing
OptiGas 500 with ThermalCert
Integrated Automation Systems LLC & Fenetech Inc.

 

MARKETING

Best Product Literature

Large Manufacturer
The Design Center Literature System
Jeld-Wen Inc.

Small/Medium Manufacturer
Tru Tech Magalogs
Tru Tech Doors

Industry Supplier
Sentry Multipoint Hardware System Brochure
Truth Hardware
 

 Best Industry Web Site

Large Manufacturer
Windsor Windows & Doors

Small/Medium Manufacturer
Lincoln Wood Products
 

Industry Supplier
Phantom Screens

 

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