A new campaign from premium door manufacturer Mastergrain deploys mythical creatures to breathe life into what is often considered a buttoned-up category.
The “Defend Your Domain” campaign, created by agency partner Blackjet, features a tentacled sea monster and fire-breathing dragon to convey the Ontario company’s unique selling proposition to provide protect against both the elements and intruders.
Previously known for selling through B2B channels across North America, the first brand effort by Mastergrain comes as the company looks to expand its presence in the Canadian luxury market.
“The early response has been encouraging, and we’re excited about the momentum building as more homeowners discover what sets Mastergrain apart,” says Paul Commisso, VP of marketing at Mastergrain.
Adam Thur, executive creative director at Blackjet, says the creative storytelling balance between visual spectacle and product elegance shows “you can have fun and still command respect.”
Mastergrain’s first brand campaign effort targets premium renovation and custom homebuyers with a goal to generate leads and support the company’s growing dealer base and sales team. “Defend Your Domain” is running across digital and social platforms in Ontario. Media focuses on digital, social and short OLV.
The media strategy, also handled by Blackjet, is a full funnel approach that focuses on awareness building, with conversion tactics specifically targeting homeowners with very high household income.
Blackjet tells strategy that the target group places high value on design and has above-average concerns about safety, specifically break ins.
The shop says Mastergrain, a subsidiary of Weber Manufacturing Technologies based out of Midland, Ont., expressed a lot of excitement for the creative idea behind campaign and Blackjet’s ability to execute it on a limited media budget.
