Architecting New Product Success
Step into a world where glass becomes art, and function merges with design. This is the world of Oldcastle BuildingEnvelope (OBE), the design and construction industry titan in glazing solutions. From the sleek storefronts that catch your eye to the invisible barriers in hospitals and airports, OBE products can be found in the most impressive structures worldwide.
Challenge
OBE was set to launch its innovative RelianceTM-LT Curtain Wall in U.S. and Canadian markets. To do so, OBE needed a comprehensive marketing campaign to:
- Generate awareness
- Build excitement
- Drive demand among glaziers and architects
It wanted to gain market share and establish OBE as the preferred curtain wall supplier, focusing on markets needing superior thermal protection against climate extremes.
OBE aimed to position the RelianceTM-LT Curtain Wall as the top choice in these targeted areas. However, a significant challenge emerged: a lack of physical product imagery for the campaign. With the launch timeline looming, a swift solution was crucial to keep the campaign on track and effectively showcase the product’s advantages.
Solution
JPL, as OBE’s marketing partner, developed a comprehensive launch campaign for the RelianceTM-LT Curtain Wall. To address the lack of physical product imagery, we used CGI and 3D modeling to create realistic visuals in various settings and extreme weather conditions. These showcased the product’s thermal performance. The campaign included:
- Tailored positioning statements
- Value propositions for glaziers and architects
- In-situ CGI photography
- Website copy
- A sell sheet
- Targeted digital ads and e-blasts
- Social media content
- A product video
These deliverables, designed for visual appeal and shareability, highlighted the product’s key benefits across multiple marketing channels. The campaign effectively communicated the product’s value to target audiences, supporting OBE’s launch goals and enabling the sales team to pursue market share growth.
Working with JPL on our recent RelianceTM-TC LT curtain wall product launch was a seamless and collaborative experience. The partnership truly elevated our approach, and their ability to capture the essence of our brand in both digital and visual formats made all the difference.
