Making Life Less Noisy
CertainTeed Ceilings
Integrated Campaign
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.
CertainTeed Ceilings is home to several leading brands of premium custom ceiling and wall products. It continues its commitment to ecological transparency by introducing the industry’s first Health Product Declarations (HPDs) and its Environmental Product Declarations (EPDs), rigorous third-party examinations of a product’s environmental impact.
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SITUATION
Extraneous sound in a space can negatively impact learning, productivity, and health. With the introduction of Environmental Acoustics™, a line of products designed to eliminate noise and cultivate a better workspace, CertainTeed reached out to Function: to spearhead the campaign.
RESULTS
Taking into consideration the wide-ranging benefits of the product, the Function: team opted to make the ad campaign an awareness movement. The campaign, Down with Decibels, focused on generating understanding for the importance of Environmental Acoustics™ in various verticals, specifically in the education, healthcare and office spaces.
With the formation of a problem-centered movement, Function: then positioned CertainTeed Ceilings as industry thought leaders and knowledge providers. Using a series of attention-grabbing acoustical factoids, ads drove traffic to an informational portal microsite. The microsite offered visitors a series of statistics, testimonials, and general information.
The campaign worked to bolster the awareness of noise damage while promoting CertainTeed’s products, while at the same time encouraging specifiers to consider acoustics when designing spaces. At AIA 2014 in Chicago, sandwich board-clad demonstrators walked the show floor to “protest” the issues of noise infiltration. Follow up eBlasts, integrated sales presentations, and microsite updates have helped continue the campaign.
