Georgia-Pacific Gypsum

DensElement Barrier System

Situation

A leading innovator in exterior wall systems, Georgia-Pacific (GP) Gypsum developed the first and only sheathing barrier system that provides a built-in water-resistive and air barrier while still maintaining high vapor permeability. GP named it the DensElement Barrier System.

Challenge

Kleber & Associates was asked to help launch this breakthrough product by first convincing influential architects, engineers and contractors to consider switching from their established sheathing product to GP’s new technically improved offering. The campaign had to reach the right customers, inform them, inspire them and persuade them to adopt the new technology.

Approach

K&A was challenged to match the product’s radically different approach with an equally radical creative and compelling promotional campaign.

This challenge was met when K&A seized upon an analogy linking the product’s “breathable and sweating” properties to human skin. In giving the DensElement Barrier System more of a human touch, the campaign strategically disrupted a marketplace full of commonplace graphics with distinctive cutting-edge imagery.

In addition to media planning, the campaign elements included print and banner ads, pre-launch teaser postcards, landing pages, teaser and launch videos, digital and print event invitations, booth designs/displays, and more.

Results

Soon after the rollout of K&A’s awareness campaign and trade show kick-offs, the DensElement Barrier System quickly garnered acceptance from design-build professionals across the U.S. So much so that the system currently is being used in sports, education, healthcare, office and residential construction projects in more than 23 states.

For its work on the campaign, K&A won “Best in Class” in Architectural Record’s Excellence in Advertising competition. We also won the Grand Prize in the prestigious MAX Award (Marketing Award for Excellence), beating out other prominent companies such as Chick-Fil-A, Delta Airlines, Arby’s and The Home Depot.