When VT Industries came to Bozell for assistance with growing their architectural wood door business, we began by conducting research with architects, their primary target for doors.
The research showed doors were not a top priority decision in most projects. We developed a strategy to provide a memorable connection for VT Industries’ doors with architects to ensure the product was top of mind throughout the design process.
The solution was to showcase VT Industries’ doors as a creative outlet for architects – another way for them to make a building unique. The accompanying message encouraged experimentation and expression, things research had shown were important to the target.
In the first year of the ad campaign, VT Industries’ door sales increased 25 percent over the same period the previous year. The ads also received an Award of Excellence from Architectural Record.