JELD-WEN Canada
Changing how the business competed in the market.
The work.
The work connected performance-led product positioning with dealer and retail activation, a national television campaign and Toronto Raptors broadcast integration—supported by independently measured improvements in brand familiarity, purchase consideration and brand impression.
The value came from connecting product positioning, brand communication, channel needs and sales enablement around one clearer reason to choose the product.
The work, in practice.
A connected story: product engineering, consumer positioning, retailer activation and national creative. Click a visual to see it larger.
Start with a genuine product advantage.
“Keep Outside Out.” An idea built around what matters to homeowners.
A national campaign built to be noticed.
The cinematic Viking film brought “Keep Outside Out” to life, while the “Keys to the Game” integration placed JELD-WEN in the live Toronto Raptors broadcast experience on Sportsnet.
The results made the business case.
A post-campaign Rogers Sports & Media study found substantially stronger JELD-WEN brand measures among Raptors viewers who recalled the campaign, compared with those who did not.
“Keys to the Game” integration recall, compared with Rogers' 16% benchmark for TV integrations.
Among viewers recalling both the TV commercial and Raptors integration: 76% brand familiarity vs. 26% among non-recallers. Purchase consideration reached 94% vs. 63%.
Source: Rogers Sports & Media Insights, Jeld-Wen Brand Lift Report, May 2021 (pages 7, 9–10). Online survey of 313 recent Toronto Raptors viewers on Sportsnet (April 16–22, 2021). Figures are reported relative lift in survey responses among respondents recalling the campaign versus those not recalling it—not percentage-point changes, proven sales growth, or a randomized causal estimate. The combined-exposure subset contained 59 respondents.
Bringing the same story through the retail channel.
Recognition to build on.
Historical ENERGY STAR Manufacturer of the Year recognition materials for windows and doors, dated 2016 and 2017. These are examples from the earlier portfolio period, not a statement of current certification.
2016
2017Explore the original campaigns and tools.
Documents supplied from the earlier in-house portfolio, available here for closer review.