A campaign consisting of three online advertisements by PPG Industries and Pipitone Group, PPG’s online advertising agency based in Pittsburgh, received the Excellence in Advertising Award from Architectural Record for Online User Engagement. PPG and Pipitone Group were honoured for creating campaign ads – which featured SOLARBAN(R) 100 glass and new Web-based specification tools for architects seeking PPG glass and coatings products – that achieved click-through rates 40 times above the industry average.
PPG Industries has announced that it has won a 2012 Excellence in Advertising Award along with Pipitone Group, its online advertising agency, from McGraw-Hill Construction Media and Architectural Record magazine. The award was presented in a ceremony May 18 during the American Institute of Architects (AIA) National Convention and Expo in Washington, D.C.
PPG and Pittsburgh-based Pipitone Group were honoured for high click-through rates for a campaign featuring three separate online advertisements: one for Solarban® 100 glass, a neutral-reflective, solar control, low-emissivity (low-E) glass; and two for the introduction of Web-based specification tools for PPG glass and coatings products.
Laura Viscusi, vice president and publisher, McGraw-Hill Construction Media, said the PPG campaign generated user enthusiasm and click-through rates 40 times higher than the industry average.
Patrick J. Kenny, PPG vice president, corporate marketing, said the award was especially gratifying because it was based on hard data and not subjective review by a panel of judges. “The success of our online campaign was the result of several well-executed factors, including compelling creative, sound media planning and strong messaging and positioning for our products,” he said. “The award is a testament to the quality of our advertising business partners and to the thorough and thoughtful direction they received from our internal glass and coatings marketing teams.”