SMZ Preps Campaign for Louisiana Pacific

DETROIT Simons Michelson Zieve is debuting a new campaign for Louisiana Pacific’s SmartSide product this month.

The campaign from the Troy, Mich., agency will include business-to-business direct mail and print, which will appear in regional and national construction trade publications including Builder and Professional Builder through December. Consumer-directed efforts, including radio, print and outdoor, will be tested in three markets: Columbus, Ohio; Jacksonville, Fla.; and Dallas. The latter includes a partnership with Pulte Homes.

The consumer test will run through the summer and is geared toward building awareness for this next generation of wood siding, said Rich Williams, a consultant working with SMZ on the account.

“The LP business is battling for market share with James Hardie [Siding Products] and Georgia-Pacific (Building Products) for dominance in the home siding business,” Williams said. “Building products companies like LP are starting to subscribe to the Anderson Window and Owen Corning insulation marketing models in their experimenting with branding to consumers.”

The print ads have been customized for each region of the country to address specific weather-related issues as they relate to building supplies. For example, the ad that will run in the Northwest combines an image of cats and dogs “raining” from the sky and the copy: “Even when it’s raining this much, SmartSide siding performs, no matter what Mother Nature pounds you with.”

SMZ has been the lead agency for the Portland, Ore.-based company since 2000. Bob Graves is creative director on the account and Russ Livermore is the account manager.