From mid-February through early April, the Werner spotlight shines bright. Werner is the official sponsor of NCAA tournament time, and it’s the biggest event of the brand’s year. Except for National Ladder Safety Month of course. And guess what month that is? March.
In 2023 and 2024, we developed a strategy to use our madness megaphone and media to talk about the brand’s role in the construction and trade industries beyond just ladders. We called the digital, broadcast and PR campaign “The Other Big Event in March.” Here’s a sample of some of the stuff.
Campaign Strategy/Concept Development/Copy
Leverages media and platform to communicate brand offering beyond the “official ladder” of the event.
Trade and construction professionals know better. Coaches, not so much.
We needed a bridge campaign while we were re-building the Hoover brand platform. In the meantime? Go out and pick a fight with the biggest guy on the vacuum playground.
I developed the creative brief, partnered with our talented agency partner to develop the campaign concept and then built out the ad series with our internal creative and production teams.
Creative Strategy/Ad Concepts and Copy
Do your friends really care what brand vacuum you have? If yes, are they really friends?
It’s a vacuum for crying out loud. No bluetooth or typhoon technology.
Renting a carpet cleaner means playing by somebody else’s rules. And bringing somebody else’s yuck into your house.
Lowe’s is often perceived by contractors and builders as “a DIY store.” The challenge was to convince them that Lowe’s has all of the products and services they’re used to getting at their preferred big box supplier. The Pros in the Know platform allowed Lowe’s to simply challenge professionals to ask themselves, “What is it I don’t know about Lowe’s?”
Tough assignment. We were 10 or concepts into a VIP brand mailer when the client asks, “Can you also make it about our exclusive Blue Lake Green Beans?” You got it, The Truitt Bros. brand as the main course, beans on the side.
This was one of my favorite clients and favorite projects of my career. It was a relatively new account, so we had to piece together a client team from across the agency. So energizing working with a new client and new teammates. We walked away with a National Gold Addy.
A typical sales contest with a unique twist. Get spouses of a mostly male sales team to rally their husbands to compete for a Pebble Beach vacation for two. The creative challenge: Talk golf without talking golf. Half the target loves the game. The other half loathes it.
Just a sampling of some things that haven’t aged a bit. I mean other than some of them being printed on paper.
Mostly headlines or copy I liked, or people like Mike Tirico and Scott Van Pelt liked. They opened a radio show giving kudos to my “48 × 3” headline.
“Good on ya’ whoever wrote that one.” —Scott Van Pelt.
OLV
