Don't let it in.

Challenge

CLIENT
All Weather Windows Renovations

PROJECT
2016 Fall Window & Door Replacement Campaign

In 2016, All Weather Windows Renovations—a longstanding client of FKA—challenged us to generate bigger, better results with our annual fall window and door replacement campaign.

There were obvious barriers to success. All Weather Windows Renovations definitely makes window and door replacement easy by supplying and installing high-quality, Alberta-made products. But although replacement generally takes only a single day, homeowners are understandably cautious about booking an installation in the fall or winter. For that reason, it can be a slower time of year for the client.

On top of that, our mandate was to target homeowners in Edmonton and Calgary. 2016 was a challenging year for the Alberta economy, which meant that homeowners were largely putting off home renovation projects. The usual promotional offers, such as discounts or financing, weren’t likely going to be enough to create the sense of urgency needed at this challenging time of year. Our solution? Fear, of course.

Working with Mediactive, our media planning and buying partner on this project, we developed an integrated campaign that leveraged our collective disdain for winter in a fun way to generate leads for All Weather Windows Renovations.

Radio

We took an admittedly tongue-in-cheek approach that dramatized Albertans’ natural trepidation about the coming season. We made winter into an over-top-top malevolent force intent on finding its way into your home. And we added a limited time offer to spur “frightened” homeowners to action.

PLAY

Direct Mail

The radio was accompanied by direct mail which was sent specifically to neighbourhoods in Edmonton and Calgary where the majority of homes were built over 20 years ago, making them more likely to need window and door replacement. The creative featured an ominous path in a wintery wood and aligned visually with our melodramatic approach on radio.

Digital

The visual creative was also applied to digital display and paid social ads on Facebook. We used remarketing list targeting to push primed and interested homeowners further down the sales funnel. All of our tactics featured unique phone numbers and web addresses, ensuring that we were able to track results and optimize the campaign in real-time.

51%

Year-over-year increase in website page visits.

18%

Increase in sales leads.

9%

Increase in projected revenue from campaign leads.

It turns out fear of winter is a powerful motivator.

The campaign exceeded expectations, delivering outstanding business results when compared to the same campaign period in the prior year.

In addition to compelling numbers, the campaign was also honoured with awards at the local and national level.

  • Award of Excellence—IABC Canada 2017 Silver Leaf Awards
  • Award of Excellence—IABC Edmonton 2017 Capital Awards
  • Best Radio Commercial—2017 CHBA Edmonton Region Awards of Excellence