Repositioning through a blend of strategy and creativity
Process
Market research and audience insights
Brand positioning
Creative development
Campaign planning
Asset production
Campaign activation
The Challenge
JELD-WEN was a recognised leader in residential doorsets, but had little to no presence in the commercial sector. The brand had ambitions to expand into multi-occupancy developments, but faced a fiercely competitive market dominated by established players.
Our research showed that commercial buyers – architects, contractors, procurement teams – were often uncertain about regulations relating to doorsets, and needed expert guidance. No doorset brand, however, had positioned itself as a ready source of technical assurance.
The challenge, then, was to develop a strategic and creative approach that would shift perceptions of JELD-WEN, repositioning it as the go-to choice for commercial doorsets backed by technical assurance.
The Response
The ‘Behind Every Doorset’ campaign was built on a key insight: commercial buyers weren’t just looking for doorsets – they also sought expert guidance and compliance reassurance.
We evolved this insight into a bold creative concept, depicting real JELD-WEN employees alongside striking product visuals – i.e. an expert ‘behind every doorset’.
A multi-channel approach combined targeted digital ads, LinkedIn activity, direct mail, training content and sales-enablement tools. The strategy repositioned JELD-WEN as the trusted choice for commercial doorsets, doubling enquiries and quadrupling the sales pipeline.
