Problem
Therma-Tru Doors needed to increase its awareness level among consumers and specifically drive them to the website.

Insight
We found that many consumers are unaware how much their home’s curb appeal and value can be increased with the right entryway. Also, Therma-Tru research showed that buyers needed to feel the door and hear it slam shut to be convinced of its value. This insight, combined with “surprising beauty,” became the core of our campaign.

Solution
We got the product out there. Literally. A campaign was created to encourage product engagement through experience-driven initiatives. We customized a truck that allowed consumers to actually experience Therma-Tru doors. The truck made 91 location appearances at attractions that targeted homeowners. We also tied in a sweepstakes for a new entryway system and other free gifts, and got the word out through radio, local press and Therma-Tru dealers. A sweepstakes microsite was built to capture leads. In addition, the truck made scheduled appearances at local dealer locations to capture shopper attention and improve dealer relationships.

Result
Not only did we increase awareness for Therma-Tru Doors, we increased interest and inquiry. The sweepstakes went above national sweepstakes response rates and, more importantly, we persuaded participants to interact with the brand: 20% of those who entered the contest requested additional information. Interaction among our target audience was high and 55% of those visiting the landing page resulted in further inquiry.