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.
Online Banner Ads static and animated
How Does Your Roof Rate fulfillment
What It Takes fulfillment
Targeted messaging example for government compliance
In further support of the sustainable nature behind Sika's products, Sarnafil achieved the highest certification to NSF/ANSI 347 Sustainability Assessment for Single Ply Roofing Membranes, we created a short video to go along with some digital and print ad placements — just one more reason why Sarnafil roofing systems provide peace of mind every day.