Metal Construction Association

Assignment: To create product awareness and acceptance for Insulated Metal Panels with Building Team Decision Makers.

Solution: An innovative advertising campaign using adjectives starting with the letters I, M, & P (the industry designation for Insulated Metal Panels) with a focus on their unique product attributes.

Result: An award winning campaign (BNP Media) that saw a dramatic increase in reader-response and documented website traffic vs. previously run campaigns with an identical media budget.

Services Provided: Creative concept development, graphic design, copy writing, print & banner ad production, media planning, & press release writing.



Ad Campaign: The three-ad campaign was consistently among the top performers in reader surveyed editions, including earning AdScore’s top honor for Sustainable Facility, November 2010.



Ad Campaign: The ad was updated to highlight the technical advantages of Insulated Metal Panels vs. traditional stud insulated walls.



The campaign strategy was updated to include a greater focus on on-line advertising, with placements in opt-in e-newsletters and high traffic electronic editions.