The Outcome
Known primarily in the residential market, LP wanted to expand opportunities and awareness in the light commercial market, particularly for its LP SmartSide® Trim & Siding solutions. To help the company build a presence in the market as well as increase specification, Function: developed platform messaging and a strategic campaign. The campaign, which is scheduled to launch over a nine-month period also encourages architects to take a modern perspective on engineered wood.
Rather than focuses strictly on the products themselves, the platform – Light Commercial. Heavy Impact. – focuses on the larger impact LP SmartSide Trim & Siding could have on communities and occupants. The campaign launched at AIA 2016 with eblasts and banner ads driving architects to the booth as well as a comprehensive brochure that conveyed the various impact LP SmartSide Trim & Siding can have on communities, design possibilities, sustainability and durability. The launch continues with a direct mail campaign and CEUs focused on commercial building practices and the use of engineered wood.