When other agencies can’t crack the challenge, leading manufacturers in the A+D industry turn to Function. Armstrong’s marketing team came to Function for assistance in developing differentiated messaging and positioning for the launch of a new sustainability-focused product line. Leveraging our deep understanding of the architectural audience, we developed messaging that resonated with architects across the spectrum, emphasizing the possibilities and opportunities created by the product line to overcome negative perceptions of “green” products: not just sustainable, but sustain [able].
The campaign included research, development of the campaign platform and messaging and application of the messaging and visual aesthetic to multi-channel assets including print and digital advertising, eBlasts, platform brochure and a high-impact overview video. The campaign launched in June of 2017 and will continue to be expanded using the framework developed by the Function team.