Kawneer Choice Campaign – Sustainable Campaign Launch Integrated Sustainability Campaign
• Voted BtoB's Best Integrated Campaign
• Most Innovative Comprehensive Marketing Campaign – Technical Glass Products
• Campaign launched at AIA with theme based bags and tools
• Message delivered to architects and glazing contractors through newsletters
• Future ad campaigns further continued messaging of Everyday You Make a Choice
CLIENT
Kawneer Company, Inc., the leading manufacturer of architectural aluminum products and systems for commercial construction in North America.
SITUATION
To demonstrate its commitment to providing sustainable solutions, Kawneer wanted to create a comprehensive campaign that would educate its audience (architects and glazing contractors) on the company’s range of sustainable products, systems and initiatives. Working together, Function: and Kawneer first developed a key message, “Every Day You Make a Choice. Make a Choice That Counts.” Through this message, Kawneer wanted to encourage its audience to think about how everyday choices impact the environment and how building with sustainable products can make a positive difference on the future of the planet. The message was utilized throughout the campaign to demonstrate the many ways Kawneer supports that principle.
Focusing on the message, Function: created an integrated campaign with numerous pieces, including a press announcement, sales toolkit, series of advertisements, a sustainable brochure, DVD and more. Through this campaign, Function: hoped to show that in choosing Kawneer, customers and architects can make decisions that achieve the business, performance and aesthetic goals for their projects, while enhancing the sustainability of those buildings.
To generate media coverage, Function: developed a targeted media list of industry trade publications, environmental building and design magazines, national design publications and local/regional press. Function: also worked with Kawneer to develop articles for its Sightlines and Connections newsletters, which are received by thousands of architects and glazing contractors throughout North America.
RESULTS
The Kawneer Choice Campaign was a comprehensive and integrated program that involved months of planning and precise execution. The program incorporated several elements including print, digital, public relations and promotional items. All elements were developed to maintain message continuity, reflecting the ongoing theme of “Every Day You Make a Choice. Make a Choice That Counts.” Audience response was overwhelmingly positive. The company was awarded several accolades for the entire campaign, including a Crystal Achievement award for innovative comprehensive marketing campaign from Glass Magazine, and a B2B “Best” award for Integrated Campaign. Kawneer also received coverage in several industry publications including US Glass Magazine, Architectural Products and Glass Magazine.
