An integrated TV, print, and digital campaign that put a Pro Football Hall of Famer at the center of a home-improvement brand — and turned regional spend into outsized reach.
Break through a crowded regional home-improvement market where every competitor was making the same promise — windows, financing, urgency — in the same voice.
We anchored the brand to a credible local hero — Cleveland's own Pro Football Hall of Famer Joe Thomas — and built a single, consistent story across TV, print, and digital. Rather than another discount-led spot, the work led with trust and hometown authority, then carried that voice through every channel and touchpoint.
Production, media buying, and digital ran as one integrated program, so the message compounded instead of competing with itself.
The campaign drove significant ROAS growth and expanded brand reach well beyond the brand's core footprint, establishing Universal Windows Direct as a recognizable regional name.