Building Peace into the Hospitality Market
CertainTeed Gypsum
Advertising
CLIENT
CertainTeed is a leading North American manufacturer of building materials including roofing, vinyl siding, trim, fence, railing, decking, insulation, gypsum, and ceilings products. Through its Vision, Mission, Values and Objectives (VMVO) initiative, CertainTeed strives to be the preferred choice for innovative building products and systems by delivering a superior customer experience to a broader market through the development of exceptional team performance and world-class processes. As a subsidiary of Saint-Gobain, it is one of the top 100 industrial companies in the world.
SITUATION
With an extensive portfolio of commercial offerings, CertainTeed needed a way to promote their gypsum drywall systems. Designed to control acoustics, indoor air quality, durability, and sustainability, the gypsum systems offer more comfort and quiet in hospitality environments. CertainTeed tasked Function with developing a plan to educate and expand the market presence of the product line.
RESULTS
By streamlining the ad campaign into vertically specific markets, Function: was able to highlight the benefits of CertainTeed products to hospitality-focused architects and builders. By pairing a clean white pillow – a symbol of peace and rest, with a mint – a symbol of hospitality, Function: was able to accomplish CertainTeed’s hospitable message. By catering specifically to the hospitality sector, Function: utilized an atypical vertical approach to successfully attract focused attention, and with it promote CertainTeed’s gypsum line.
