LP Legacy® “Tested Extreme” Campaign Garners Advertising Awards and Drives Market Interest
August 07 2018 - 3:00PM
Business Wire
Winning two Telly Awards and a NW Marketing
Award, the out-of-the-box marketing campaign for a new premium
sub-floor panel raises the creative bar
The “Tested Extreme” campaign created to promote LP Legacy, a
new engineered sub-floor that provides extreme strength and
performance, has won several awards: most notably two Telly Awards,
a highly coveted honor amongst advertising professionals, as well
as a NW Marketing Award. The launch of LP Legacy into the
competitive marketplace has been an all-around success with sales
for the first year after launch exceeding LP’s aggressive goal by
six percent, which the company partly attributes to the innovative
marketing approach.
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The “Tested Extreme” advertising campaign
created to promote LP Legacy, a new engineered sub-floor that
provides extreme strength and performance, has won several awards:
most notably two Telly Awards, a highly coveted honor amongst
advertising professionals. (Photo: Business Wire)
The building products industry has historically not been known
for its inspired advertising campaigns. It can be a challenge to
portray products such as OSB in an attention-grabbing way, and
traditional building products advertising tends to focus on product
features on a standard jobsite. Not so the “Tested Extreme”
campaign for the premium LP Legacy sub-floor panel.
“We wanted to challenge the status quo of how advertising is
done in our industry and raise the bar,” says LP Business Marketing
Manager Lorraine Russ. “It’s safe to say that we succeeded. Winning
three creative awards is a tremendous positive surprise. By
showcasing our brand’s performance in the toughest imaginable
conditions, we have established the trust and consideration of our
customers, and our sales figures show that they are
responding.”
The disruptive concept for the campaign was designed to stand
out by showcasing an innovative product demonstration that proves
performance by exposing the product to an environment far more
extreme than on a typical jobsite. The execution included two
scenarios: In the first expedition, the panel was dropped 70 feet
over a series of waterfalls and left in the rushing river for 24
hours; in the second test, professional mountain bikers constructed
a ramp of LP Legacy panels in the rainforest and jumped 20 feet
from ramp to ramp repeatedly under wet and muddy conditions.
Made with Gorilla Glue Technology®, LP Legacy is a complete
sub-floor solution that provides exceptional moisture resistance,
stiffness and density for superior performance in wet, harsh
environments and carries a class-leading Covered Until It’s
Covered™ no-sand warranty as well as Limited Lifetime Warranty that
lasts as long as the home. “Building pros really appreciate the
peace of mind this product gives them under the most extreme
circumstances,” says Russ.
The Telly Awards annually showcase the best work created
nationally within television and across video. “Tested Extreme” won
a Silver Telly Award in the Online
Commercials-Campaign-Business-to-Business category, and a Bronze
Telly Award in the Online Commercials-Campaign-Promotional
category. The campaign also won a Northwest Marketing Bronze Award
for Print Advertising.
“Being recognized for this campaign is a great honor for us,”
says Heather Crunchie, Principal of HighViz Strategy, the
Portland-based agency that created and executed the “Tested
Extreme” concept. “Above all, it was terrific to be able to work
with a company that truly stands behind its products and is willing
to put it to the test under these extreme conditions.”
Explore the award winning campaign: www.testedextreme.com.
LP Legacy is another example of LP’s growing specialty product
selection designed to meet the growing demands for better
engineered building solutions, as well as creating distinct value
for customers. Learn more about LP Legacy:
www.LPCorp.com/Legacy.
About LP Building Products
Louisiana-Pacific Corporation is a leading manufacturer of
quality engineered wood building materials including OSB,
structural framing products, and exterior siding for use in
residential, industrial and light commercial construction. From
manufacturing facilities in the United States, Canada, Chile and
Brazil, LP products are sold to builders and homeowners through
building materials distributors and dealers and retail home
centers. Founded in 1973, LP is headquartered in Nashville,
Tennessee, and traded on the New York Stock Exchange under LPX. For
more information, visit www.lpcorp.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180807005758/en/
for LP Building ProductsMirjam Lippuner,
920-917-4464mirjam@highvizstrategy.com
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