How the launch of the new Quad® MAX established a whole new value prop for the OSI brand.
Our in-store effort was designed to differentiate both the brand and the product and make it easy for contractors to understand product attributes and benefits at point of purchase—which helped distributors understand just how popular this brand could be with their customers.
We packed a 53-foot big rig packed with hands-on product demonstrations and drove it to key distributor locations and events around the country, logging 54,220 miles and 192 stops over the course of the first year. The roadshow allowed contractors to experience the performance benefits of the new product firsthand, and their enthusiastic response helped distributors realize how powerful the pull of this new product would become.
Contractors live on their mobile devices. So we did, too. We designed an email program that both promoted the new Quad MAX and the extended the brand voice and performance attributes—OSI is Tougher Than The Elements—beyond the product to more lifestyle-oriented content, including video.