heather’s
portfolio
simpson strong-tie
architectural
products group advertising campaign
Heather led the strategic development of the APG campaign
at a prior agency. Simpson is a major force in the building
industry, as the market leader in connectors and an $850
million company. The company is well known for its extensive
range of behind-the-walls connectors and fasteners. The APG
line was introduced for architects looking for decorative
exposed pre-finished connectors, without the need to order
expensive custom pieces.
The challenge in the advertising and exhibit booth was
to differentiate these products from Simpson’s typical
offerings and elevate the product line as an aesthetically
pleasing option for specifiers.
The campaign took a "less is more" approach, showing
off the product in a gallery approach. Trade ads focused
on the simplicity of ordering the APG line and utilized white
space and strong photography to elevate the product. The
collateral material was quite a departure from Simpson’s
standard catalog, showing inspirational photos of the product
in use and including necessary technical data in tidy tables.
A similar strategy was used in the booth for the AIA show,
with the products and inspirational application photos suspended
via aircraft cable in a gallery setting. A post-card offering
attendees an architectural plan carrier was designed to introduce
attendees to the product and generate booth traffic while
qualifying them for later follow-up.
Results:
- 2004 Architectural Record Excellence
in Advertising Award, Honorable Mention
- AIA booth received outstanding traffic, including long-lines
to collect the sought-after premium
Additional samples:
Posted by permission from Simpson Strong-Tie. Executed at
Purdie Rogers. |
