Why did WeatherGard return to TV advertising

To break through the clutter and create awareness of their quality and dedication, after a 10-year hiatus.

Did Strive Creative keep the original jingle

Yes! We recognized its value and brand recognition, so we kept the iconic jingle as part of the new strategy.

What were the main pillars of the campaign

Window Quality, Competitive Pricing, Dedication to Customers, Innovation, and Family-Owned/Local status.

What was the result of the campaign

WeatherGard saw an impressive 15% growth in annual sales.

Reinvigorating a Local Legend

TV Media & Strategy

The Return of the Jingle

When WeatherGard first approached us, they had not advertised on TV in 10 years… and yet, everyone seemed to still know their jingle. Many times, when an agency takes over an account, they feel the need to put their stamp on it, and sometimes that means stamping over strategies that work. At Strive, we’re conscious of that potential misstep and respectful of strategies and ideas that precede us. So, we knew one thing… we were keeping the jingle!

Client

WeatherGard

Services

TV Media, Video, Strategy

Results

15% Annual Sales Growth

Challenge

As we learned more about WeatherGard, we uncovered a story that needed to be told, one that would resonate with the locals and one that made us proud to be working on the account. The challenge was to break through the clutter and make people aware of WeatherGard’s quality and dedication to its customers.

Goals

The primary goal was simple: create awareness of WeatherGard’s superior quality and value, but their story was deeper than that. We highlighted 5 main pillars on which we’d build the foundation of our campaign messaging:

Window Quality: Highlight commitment to providing high-quality windows specifically designed for Michigan’s climate.

Competitive Pricing: Emphasize the value customers receive by choosing high-quality windows at a reasonable price point.

Dedication to Customers: Differentiate from competitors who rely on pushy sales tactics by showcasing genuine care.

Innovator in the Business: Educate potential customers by highlighting inventions and improvements in quality and durability.

Family-Owned & Local: Emphasize status as a local, family-owned business to build trust and authenticity.

Approach

The WeatherGard campaign focused on emphasizing the company’s local, family-owned roots, a factor that resonated deeply with the Michigan community. By highlighting their commitment to quality and customer service, the campaign presented WeatherGard as a trustworthy alternative to competitors’ pushy tactics. Retaining their familiar jingle strengthened brand recognition, while showcasing their product innovations reinforced their reliability. Ultimately, the campaign’s success lay in its authenticity and straightforward messaging.

What We Created

"Beautiful World" Commercial

For the "Beautiful World" commercial, we focused on the warmth and tranquility that comes from slowing down and savoring life’s simple moments. Through a series of intimate scenes, we captured families, friends, and loved ones enjoying time together in their homes, framed by the beauty and reliability of WeatherGard Windows.

"Made in Michigan" Spot

In our latest extension of their Television campaign, we maintained our emphasis on superior craftsmanship and the essence of locally owned ethos. This spot, titled “Made in Michigan,” was designed to convey its message powerfully and succinctly.

Impact

This growth can be attributed to the campaign’s ability to create awareness, differentiate WeatherGard from competitors, and communicate the company’s commitment to quality and dedication to customers.

Results

By highlighting WeatherGard’s unique qualities, including its local, family-owned status and specialization in products for Michigan’s temperamental climate, the campaign was able to differentiate the company from its competitors. As a result of the successful implementation of the campaign, WeatherGard experienced a significant impact on its sales. The company saw an impressive growth rate of 15% in annual sales.