Ultimate Windows

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Advertising Strategy

Ultimate Windows manufacture high performance uPVC windows and doors in their Albury / Wodonga factory. The client approached Decoy to assist with their growth in the Canberra market. Canberra is an ideal market for energy efficient building products due to its extreme temperature ranges, above average incomes and a culture that values energy efficiency. Double glazing is essentially a standard in new builds within Canberra, however uPVC window frames were a relatively new concept. Taking this into consideration, we recommended TV advertising, firstly to educate the audience on the benefits of uPVC window systems, with a longer term view of positioning Ultimate Windows as leaders in the space.

TVC Production

Over the past 12 months, Decoy has produced more than 5 TV advertisements for Ultimate Windows. The initial 15 and 30 second commercials focused on education, with key statements reinforcing the prevalence of the uPVC window frame system in cold climates -  “uPVC windows are now the highest selling windows in the world”. As well as energy saving benefits “save up to 70% on heating and cooling”. Later commercials focus on the aesthetic improvements the windows derive with high end homes across North East Victoria whilst still conveying the comfort and energy savings. As the campaign became more successful, the client was able to increase their quoting staff in Canberra which allowed us to add a call to action of free quotes.

TVC Production

Over the past 12 months, Decoy has produced more than 5 TV advertisements for Ultimate Windows. The initial 15 and 30 second commercials focused on education, with key statements reinforcing the prevalence of the uPVC window frame system in cold climates -  “uPVC windows are now the highest selling windows in the world”. As well as energy saving benefits “save up to 70% on heating and cooling”. Later commercials focus on the aesthetic improvements the windows derive with high end homes across North East Victoria whilst still conveying the comfort and energy savings. As the campaign became more successful, the client was able to increase their quoting staff in Canberra which allowed us to add a call to action of free quotes.

Media Booking & CAD

Decoy managed the entire process for Ultimate Windows including the preparation and cost benefit review of TV station packages, concept development, storyboarding, filming, editing, CAD approval and media booking. The commercials feature some pretty bold statements around energy savings and popularity of window systems. Decoy reviewed scientific journals and presented key supporting evidence which was able to pass the commercials through the CAD process. The TV campaign has been successful, with the client continuing to invest in growing the Ultimate Windows brand in Canberra.

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