LP SmartSide

Light Commercial. Heavy Impact.

Making an Impact.
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.