Integrity Windows & Doors – New Product Development Lab

Category: Agricultural, Industrial & Building
Client: Integrity Windows & Doors
Primary Agency: Martin Williams Advertising

STRATEGIC CHALLENGE

Challenge: Convince builders currently using windows & doors made of vinyl to try our alternative, more expensive material

Segment: Integrity competes in the mid-tier residential housing market, where vinyl windows & doors are the de facto standard – they're inexpensive and accessible. Most purchases are made at building products dealers/lumberyards, so dealer advocacy is critical to success.

Product: Integrity windows & doors are constructed with Ultrex® – a Superman-strong, fiberglass composite. Vinyl windows & doors often warp, bend, crack, fade or come out of square, but products made of Ultrex don't. These problems can cause expensive “call-backs” for builders – resulting in a higher overall “price” for using vinyl.