CLIENT OVERVIEW
DRIVING SALES WITH CREATIVE RELEVANCY
THE PROBLEM
After the housing market crashed, the window business was smashed. The few consumers who were in the market were only replacing their windows if they really looked terrible. And they weren’t looking for investment-grade products, they just wanted something affordable. So when CDW came to Wingman for a plan, the agency knew CDW’s windows were going to be a hard considered purchase to sell. How would Wingman create room in the market for a high-end window manufacturer?
THE APPROACH
Wingman believed that CDW would find success by telling CDW’s story. Wingman’s creative team went on sales calls with CDW’s employees, talked to its customers, shopped the competition, and toured the factory numerous times. Throughout the process Adrim was always armed with funny anecdotes about his products. These sayings, later dubbed “Aaron-isms” would find their way into the new campaign.
Wingman realized that CDW’s story could only be about one thing: Aaron Adrim. His plucky charm and passion for his products was infectious. Wingman needed to make consumers connect with Aaron’s passion and give them specifics about his windows and doors that separated CDW from the competition.
THE MEDIA CAMPAIGN
After some not-so-gentle prodding, Adrim reluctantly agreed to voice the radio spots. Wingman launched the Innovations campaign with a two-minute advertorial spot where local DJs interviewed Adrim about all of the features that distinguished CDW from its competitors.
After A/B testing several spots produced for the campaign, “Stucco-Saving Windows,” outperformed every other radio commercial. The spot discussed how most window installers leave a house looking worse after an installation with an unforgettable “Aaron-ism” about potato chips.
STUCCO-SAVING WINDOWS RADIO COMMERCIAL
Transcript:
“Ever notice when your neighbors get new windows there’s a large black-eye of broken stucco, uneven plaster and mismatched paint…we never leave a ring around the window…Everyone else on the radio is a distributor. They grab a window from a warehouse, break open your walls, shove it in and patch things up…our proprietary installation system is so precise, your house could be covered with potato chips and we wouldn’t crack one chip.”
RESULTS
The “Innovations” campaign proved to be a hit. CDW’s average ticket increased by 36%! Wingman set out to target a more upscale consumer that focused more on quality and less on price. As a result of driving more qualified leads, Wingman was able to decrease CDW’s lead cost by 52% and increase conversion from a call to an appointment by 24%.
Reduced CPLs 52%
Increased Avg. Ticket Price 36%
