Universal Windows Direct

Universal Windows Direct (UWD) is a leading window replacement company with locations across the United States, known for their slogan, “You’ll be saying ‘I love my windows!’” UWD prides itself on offering superior products, particularly their top-of-the-line Triple Pane Glass Windows, which set them apart as the best in the market.

The Challenge

UWD wanted to create a memorable advertising campaign that not only reinforced their brand message but also highlighted the superior quality of their windows. The goal was to increase engagement and drive sales while utilizing the recognizable endorsement of Joe Thomas, Pro Football Hall of Famer, who had previously worked with UWD.

Creative Strategy

To build on Joe Thomas’ existing connection with UWD, we crafted a series of commercials that played off the company’s famous jingle, infusing humor and relatability. The aim was to make the ads both entertaining and informative, emphasizing why UWD’s windows are the superior choice for homeowners.

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In addition to the video content, I elevated UWD’s print, outdoor, and digital advertising, creating a cohesive and visually striking campaign that centered on the core value proposition: UWD’s Triple Pane Glass Windows are the best in class. This focus on product superiority was designed to resonate with consumers looking for top-quality windows.

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universal windows direct print ad

Execution

As the creative director, I oversaw the development and execution of a multi-channel advertising campaign that included:

  1. Television and Digital Video Ads: Featuring Joe Thomas, these commercials were designed to be fun and memorable, utilizing Joe’s familiarity with the brand to reinforce trust and recognition. The ads cleverly integrated the jingle while showcasing the benefits of UWD’s windows.
  2. Print, Outdoor, and Digital Advertising: The creative emphasized the unparalleled quality of UWD’s Triple Pane Glass Windows, with bold visuals and clear messaging. This approach was tailored to appeal to customers seeking the best window options available, ensuring UWD stood out in a crowded market.

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Results

The campaign was a major success, driving significant year-over-year growth in Return on Ad Spend (ROAS). The combination of Joe Thomas’ endorsement and the strong emphasis on product quality resonated with the target audience, leading to increased brand awareness and higher conversion rates. UWD’s print, outdoor, and digital ads effectively communicated the key reasons why customers should choose their windows, solidifying UWD’s position as a market leader.

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This campaign exemplifies how leveraging a trusted spokesperson and focusing on core product strengths can elevate a brand’s advertising strategy. By creatively utilizing Joe Thomas and honing in on the superior quality of UWD’s windows, I was able to deliver a cohesive, impactful campaign that not only entertained but also drove meaningful business results. As the creative director, I ensured that every piece of the campaign—from TV ads to digital content—aligned with UWD’s brand values and spoke directly to what sets them apart in the marketplace.

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