HY Connect Builds on Product Expertise with Addition of Kolbe, Rolls Out New Consumer Campaign

Posted by on Sep 5, 2012
HY Connect Builds on Product Expertise with Addition of Kolbe,  Rolls Out New Consumer Campaign

Kolbe & Kolbe Millwork Co, Inc., one of the nation’s leading manufacturers of premium quality windows and doors, has selected HY Connect, an integrated communications firm with offices in Milwaukee and Chicago, as an agency partner to expand the brand’s legacy of customizable service and artisan craftsmanship from the trade audience, to the affluent consumer. The agency’s first multi-media campaign is rolling out now and includes a series of magazine ads, banner ads, earned media (social media and public relations) and a new consumer website.

“We selected HY Connect as a partner because of their strong understanding of the building products industry and their creative insights,” said Cindy Bremer, vice president of marketing for Kolbe & Kolbe Millwork Co, Inc. “All elements of the campaign – from print to web – highlight how one’s choice of windows and doors can express a unique, personal design perspective. It resonates a humanity that consumers respond to.”

Founded in 1946, Kolbe has long enjoyed a solid reputation among architects and building professionals for their exquisite and durable handcrafted products. But, until now, the company had not reached out directly to consumers.

“With decades of experience with top brands in the building products category, we are thrilled to be working with the leading high end window manufacturer as they shift their focus onto consumers for the first time,” explained Troy Peterson, CEO at HY Connect. “With the theme line, ‘We’re for the visionaries,’ the new campaign emphasizes Kolbe’s celebration of individuality and personalization.”

Even the size and style of the ads and collateral have taken a unique shape, appealing to those people who are unique and different themselves. The new consumer website goes on to prioritize accessibility and helps users find the right information at the right time. To ensure that consumers feel comfortable with Kolbe products, the site also invites users to learn about window and door anatomy.

Kolbe is the latest major new client to join the HYC client roster along with Design Center at the Merchandise Mart, Blue Cross Blue Shield of Illinois, First Tennessee Bank and Colfax Worldwide.

The new campaign features a uniquely sized magazine advertisement that spans the bottom of the publication and jumps the gutter.