Best Construction Integrated Ad Campaign

Audience:
Johns Manville’s insulation systems group sells air handling, pipe, and building insulation to contractors for use in commercial applications. Our challenge has been to broaden the reach of Johns Manville to help influence a product decision at the design level – starting with the architect and leading to the mechanical engineer. Once those responsible for material selection realize the value of JM products, they’re more likely to specify insulation by brand and indirectly influence a sale to JM downstream at the contractor level.

Objective:
Faction was charged with the development of a campaign that helps sell the value of the brand all along the decision-making purchase chain in commercial construction. To get a sense of how to break that audience down and get to understand their needs better, we did an exhaustive research effort that led to the development of our campaign theme – Materials Matter.

The idea is a simple one. We found through audience interviews that insulation isn’t highly considered during the design process, but it is valuable for the overall comfort and efficiency of any new building. Reminding architects that a simple material choice in the beginning can have significant benefits to the occupants of the building later on is a great way to get our message through. Furthermore, the mechanical engineers who review the systems JM services in the plans care deeply about the properties of the products they specify. And contractors who install the products care about the durability and workability of the products they use. All along the chain, one principle rings true: Materials Matter.

Approach:
The Materials Matter theme permeates all media channels on the B2B side of JM’s business. From trade shows to print ads to online media campaigns, this message has been the unified front for the last 6 months, and will expand over the coming year.

A key component of the campaign is an automated marketing system Faction custom developed for JM. This system uses a data stream that tracks commercial building projects nationwide by project phase. It allows JM to target architects, engineers and contractors specifically during the entire lifecycle of a job. With an extensive content strategy, we look to anticipate questions as a job develops and provide valuable tools and answers for each audience along the way. If the audience interacts with those tools, they become a qualified lead eligible for contact with a JM representative. It’s highly targeted, personal, and it efficiently allows JM to call on only the people that qualify as a high-value lead.

Contributors:

CEO:	Dave Greves
Creative Director:	Dan Schrad
Content Director :	Rob Silk
Account Director:	Cody Cooper
Account Manager:	Ginny Lavery
Art Director:	Geoff Eakin
Project Manager:	Greg Mendek
Designer:	Thomas Hutton
Designer :	Todd Nieber
Lead Developer:	Andy Munoz

FACTION MEDIA

Location: United States