champion tour: meet up to level up

How do you get the attention of busy pro contractors and retail sales teams? Meet them where they are. We helped Owens Corning develop the Champion Your Project Tour to engage and educate home center customers, strengthening their knowledge across the brand's impressive retail portfolio. With stops in key markets, a contractor-focused approach and plenty of product demos, this nationwide roadshow helped create meaningful connections and drive ongoing impact.

Strategy

the challenge

Build engagement among pro and retail audiences with different needs by showing how Owens Corning products and training can help them level up.

our process

Teaming up with multiple agency partners and vendors, we developed a mobile training experience designed to foster customer learning and build brand loyalty.

we delivered

A fun, inviting experience that showcases the breadth and depth of the Owens Corning portfolio, deepens relationships and supports customer growth.

celebrating the customer

Owens Corning was launching a new retail campaign to celebrate the pro contractor. We created tour graphics and messaging designed to reinforce key themes and visual elements from the campaign with a personal twist for the tour.

build the buzz

In addition to personal invitations, we collaborated with multiple partners to get the word out through PR and influencer relationships across trade and consumer outlets on TV, radio and social media. Since each event was customized for the market, we used a modular approach to maintain a consistent theme while reflecting regional needs, product preferences and audience demographics.

live event energy

We captured the on-site energy on camera, creating a series of hype videos designed to serve as a visual summary of the event, showcase the success of the tour and promote future efforts.

experiential design

step in. level up.

The branded trailer acted as an eye-catching billboard while in transit, then transformed into a dynamic classroom space at events. A modular design made it easy to swap out panels and customize the experience for different customers.

understand your audience

With Latinos comprising 30% or more of the contractor workforce, this audience shouldn’t be an afterthought. With guidance from Black//Brown Consulting, we incorporated culture-driven creative elements, plus bilingual content and special nametags for Spanish-speaking hosts.

the swag(ger) of success

To build excitement, we created customized kits for sales reps, complete with promotional materials and success tips, and an assortment of swag for attendees, including a tour T-shirt, poster and themed stickers, hats and coolers.