Protecting What
Matters Most

The Challenge

Despite being the very first thing people see when they approach a home, most consumers do not think about home siding, much less brands of siding or the benefits provided by certain siding substrates. And with only 1-2%* of households actively considering or even engaging in a major exterior renovation, how do you find the right consumers? Once discovered, how can you educate and convince consumers that choosing premium-priced fiber-cement siding can make a real difference in home’s comfort, durability and curb appeal?

*Based on 80MM owner-occupied households in the United States, and an estimated 1MM re-side projects per year (Hanley Wood)

The Opportunity

Siding manufacturers were primarily focused on function, communicating features and aesthetics by using images of beautiful homes, tight shots of siding, and exterior elements, lacking any context and emotional meaning. And yet, the home is incredibly emotional. It’s a sanctuary. It holds the items, people, moments and memories that give life meaning. So, while the category was focused on durability, it lacked any connection to the emotional center of the home: the inside. And siding is the essential protector. BVK saw an opportunity to create a link between the importance of selecting the right exterior siding and the emotional connection consumers have with their home.