Oldcastle Architectural - Contests

Challenge

Oldcastle Architectural, a leading supplier of concrete hardscapes, including landscaping stones, pavers, edgers and retaining walls, is comprised of hundreds of local, individually-branded companies, and adheres to decentralized marketing efforts. As a result, Oldcastle Architectural has little national brand awareness outside of the building industry. Oldcastle wanted a national presence that did not hinder the efforts of local companies, but helped build awareness and a database of successful projects with before and after photos and customer testimonials.

Solution

c21 created and launched Oldcastle's Ugliest Patio Contest to award patio makeovers to the homeowners of two ugly patios. c21 developed a creative logo for the contest that incorporated Oldcastle's brand, and also launched a Web site where visitors could enter the contest and learn about Oldcastle Architectural products. c21 managed the Web site throughout the contest, updating it regularly with a gallery of entry images and the latest contest news.

We launched the Ugliest Patio Contest at the 2007 International Builders' Show with posters throughout Oldcastle's tradeshow booth, takeaway postcards with contest entry information and a comprehensive media relations campaign that targeted key trade and consumer media outlets.

c21 also distributed 20,000 additional postcards to Oldcastle's local companies to use in their individual marketing efforts — in local trade shows, on showroom floors, with retail partners and more.

Results

In just seven months, the Web site received more than 425,000 hits, 10,000 unique visitors and more than 500 entries. More than 18 percent of visitors stayed on the site for longer than two minutes.

c21's media relations efforts garnered coverage in Remodeling News, Bob Vila's "On the Level" blog, the Orlando Sentinel, the Virginia Pilot and HomeImprovementsDepot.com. Media positively received the contest, resulting in nearly 14 million media impressions and an ad equivalency of more than $35,000.

The contest succeeded in building brand and product awareness, with many entrants referring to Oldcastle products by name in their contest entries.