NOT JUST ANOTHER SUSTAINABILITY PROMISE.

In 2009, there was a huge upset in the vinyl roofing industry with the green movement. Sika Sarnafil has always been a leader in sustainability, but the time came – driven by current affairs – to shine a hard light on the sustainable benefits of Sika Sarnafils vinyl roofing systems over other, more harmful products. 

To tell the whole story, we decided to launch a multi-phased campaign based on the company's 4 pillars of sustainability, with an umbrella message of  "Performance that Pays, Sustainability that's Smart".

Under this new effort, we wanted to give voice to the campaign so we developed a mascot character dubbed Captain Vinyl to help educate our audience with interactive games and more. An internal rollout that included a message from the president, mousepads, mugs etc. to introduce the concept and language to employees.

The campaign evolved in 2010, bringing to the campaign a dedicated microsite, a string of new print ads, banner ads, and trade show marketing with a What It Takes fulfillment piece and a sustainability challenge game hosted by Captain Vinyl that challenged your knowledge on what it takes to meet your sustainability goals in the roofing industry.