The document describes a 2010 brand campaign by Phantom Screens, a retractable screen company, that was developed by marketing agency Concerto. [1] Due to the economic recession negatively impacting the home improvement industry, Phantom Screens was uncertain how to effectively reach consumers. [2] Concerto developed an integrated campaign using television, online advertising, and a partnership with HGTV to drive consumers to an interactive microsite. [3] The campaign was highly successful, delivering over 122 million impressions and increasing website traffic by 310% with engaged visitors spending time learning about the products.

1. f a l l 2 0 10
The little engine that could, just did.
Rocky Mountaineer a small train company who thinks and acts
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like a global leader is BCAMA’s 2010 Marketer of the Year.
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2. Case Study: Phantom Screens Reaches
Recession-Conscious Consumers
by rob dawson
Introduction
The global economic recession had hit the home
Campaign Title improvement industry hard in 2008 and 2009.
Phantom Screens 2010 Brand Campaign Consumer spending was down and consumer
confidence at a decades-long low. Phantom Screens,
Relevant Dates
the category leader in the retractable screen industry
April – June 2010
in North America, had weathered the storm and,
Companies heading into 2010, was ready to explore market
Agency – Concerto Marketing Group opportunities again.
Client – Phantom Screens
Individual Team Members Challenge
Ron Somers, VP Sales & Marketing However, with over three-quarters of its sales in the
Jeret Unger, Marketing Communications Manager US, Phantom was uncertain how American consumers
Rob Dawson, VP Partner would respond to its awareness-building efforts.
Craig Redmond, VP Creative Director After over 10 years of brand building with Concerto,
Courtney Johnston, Client Service Associate and consistent growth, Phantom had taken a
Alexis Kernaghan, Art Director one-year hiatus from national advertising in 2009
Clay Olsen, Research Director because of the recession.
Campaign Partners The sales and marketing team was unsure of the
Taylor Made Media, JMB Post, Engine Digital, true economic climate or how receptive beleaguered
Sprout Creative, HGTV homeowners would be to their home improvement
message. They also needed tangible results to measure
the success of that message when it was taken to market.

3. Solution identified the message that would garner the strongest
Holding true to its focus on certainty, the team at Concerto knew that any reception, and implemented real-time analytics so
brand-building efforts in 2010 had to be measurable and consumer-validated. everyone involved could measure results. A collaboration
With consumers’ mindsets forever altered because of the recession, it was critically of several media, online and production partners
important to understand their needs at a deep level in order for Phantom’s ensured the campaign was executed efficiently and
message to resonate. with certainty.
A basic television ad would simply not deliver the measurable ROI required.
Concerto’s planners developed an integrated campaign strategy that would employ Rob Dawson is a founding partner of Concerto Marketing
national television and online advertising in content-relevant media. The objective Group (www.concertomarketing.com), a full-service
was to intrigue consumers and drive them to a newly developed microsite. Once research, strategy and brand development firm. An
there, consumers could engage with and experience the product in an interactive accomplished strategy consultant with over 20 years’
and customizable environment. experience, his specialty is customer-centric marketing.
Concerto developed two creative strategies: a bold, bullish and emotive message, Concerto employs innovative insights and strategic
and a more cautious, familiar and rational approach. Qualitative research was intelligence to effectively position brands with certainty.
conducted in Los Angeles and Seattle to test consumer confidence and response
to each approach. The campaign team discovered that the American homeowner
was nowhere near as optimistic as previously thought. The recession had hit them
at a deep emotional level, and few homeowners were unaffected. Any message of
optimism had to be supported by strong and pragmatic product proof. A refined
creative strategy was developed from these insights – one that delivered, with
sophistication and simplicity, a balance between emotional triggers and rational
product benefits.
Concurrent with the creative development, Phantom and Concerto collaborated
to forge a new partnership with HGTV in the US and Canada. The resulting
media campaign delivered on the integrated strategy with both traditional advertising
and product-placement advertorial. Engaging online ads, including a home page
takeover of HGTV’s high-traffic website, demonstrated product benefits while
driving traffic to the new Phantom Screens microsite.
“We are very pleased with the integrated campaign Concerto developed for us
this year”, said Ron Somers, VP Sales & Marketing at Phantom. “Despite a trying
economy, we are confident in the direction we took because it was backed by the
certainty of consumer insight along the way.”
Results
The resulting multimedia campaign proved highly successful in building awareness
and encouraging consumer engagement. The campaign delivered over 122
million impressions with the intended target audience – affluent homeowners
across North America. Online interactions, measured real-time through analytics,
showed website traffic increased by 310% over the course of the campaign. Over
100,000 highly engaged, unique visitors spent several minutes online interacting
with Phantom’s products. Traffic was driven from the major urban centres of North
America and Phantom’s key sunbelt markets. One of the more popular microsite
pages was “where to purchase”, which indicated a strong intent to learn more.
Through this process, Concerto provided certainty on the consumer’s mindset,
HGTV online
ads and home
page takeover
TV creative balances emotional triggers and rational benefits. drives traffic.