THE CHALLENGE
Owens Corning products deliver every day on the company's corporate purpose of providing solutions, transforming markets and enhancing lives by making homes warmer, drier, more energy efficient and more beautiful. To maintain this position in the market, the company must remain top-of-mind among consumers. Keeping that brand message alive with consumers on a large scale without the cost of a national campaign required new thinking.
THE APPROACH
Let the products be the message. HMH conducted an exhaustive review of nation's top home improvement television programs and, by weighting factors such as the show's purpose, audience and fit, determined that the ABC hit show Extreme Makeover: Home Edition was the right vehicle at the right time. The client's corporate purpose fit perfectly with the show's goal of transforming lives by providing families with a fresh start in a new home.
THE WORK
HMH helped Owens Corning negotiate and secure an agreement with the show's producers to serve as a preferred provider of key building materials on "Extreme Makeover: Home Edition." Then HMH coordinated all aspects of their presence in 20 episodes a season. From coordinating material orders and shipping product to securing product placement and logo shots and obtaining online presence, the HMH team ensures maximum exposure for Owens Corning.
THE RESULTS
The highly rated show reaches millions of viewers weekly and features Owens Corning PINK FIBERGLASS® insulation, roofing shingles, basement systems, Norandex/Reynolds Polar Wall® Plus! siding and Cultured Stone® manufactured stone veneer.
