Raising the Profile of Canada's Largest Window and Door Manufacturer

The Situation

JELD-WEN is Canada’s largest window and door manufacturer. They’re well known in the B2B space and in the construction industry for their Canadian-made windows designed to withstand harsh Canadian climates, but JELD-WEN was until this point not a well-known household name among end-users. We needed to change that.

The Task

To grab the attention of the average Canadian consumer to raise awareness and drive sales amongst renovators, remodelers and new home builders.

The Action

In collaboration with Impossible Studios, we and JELD-WEN built off the success of 2019 and 2020’s ‘Keep Outside Out’ campaign and pushed this simple and effective idea to a new level with the icy introduction of an otherworldly winter Viking.

The cinematic commercial features this chilly and chilling villain sizing up a beautiful home for a raid before letting out an animalistic cry and taking off full at tilt towards the home, only to be emphatically stopped by a set of JELD-WEN windows, leaving the couple within cozy and
undisturbed. The execution is absurd, but the message is simple: JELD-WEN windows and doors keep winter out.

The TV spot aired as part of a broadcast integration with the Toronto Raptors and was supported by a campaign of digital advertising and unique content specifically concepted for social channels. All executions drove to a specially designed website which allowed visitors to calculate the savings they could expect by installing JELD-WEN windows.

The Result

The campaign has helped drive record sales and website traffic, boosted unaided awareness, increased YOY net promotion by 24%, increased YOY sales results 16.4% and helped secure the coveted Manufacturer of the Year award from ENERGY STAR.