SOLIDOR
HOMEOWNER CAMPAIGN STRATEGY

CONTEXT

Who are Solidor?

Solidor is a leading UK manufacturer of premium composite doors, renowned for its focus on combining security, energy efficiency, and style. Its doors are constructed with a solid timber core, providing durability and enhanced thermal performance, along with a wide range of customisable designs and finishes.

Market Opportunity

The UK exterior door market is substantial and growing with the overall UK doors market being valued at approximately £3.8 billion in 2023.

The Brief

Develop a homeowner campaign that builds awareness in our brand and drives demand to our installer network. Rise above the “sea of sameness” in the door industry and drive category leadership from a “life and living” perspective.

DIAGNOSIS

In this market it’s not about the brand, it’s about the buyer. Doors are largely seen as a commodity with relatively low awareness of the brands on offer. So, what is the reality for homeowners? War, cost of living, strikes… It’s impossible to get away from the stresses of everyday life. In these difficult times, our homes are more than a roof over our heads, they are our safe havens from the problems of the world.

The strategy needed to build feelings and associations around the brand; to get homeowners to see their front door as a symbol of the sanctuary of home. And, in doing so, start to build a new category entry point for the market - the moment you arrive home.

STRATEGY

For Solidor a door is a key ingredient of life and living. With this belief in mind, the strategy was to show homeowners faced with uncertain times, that doors help make a home a sanctuary.

Campaign Idea:

I’m Home.

Building an emotional connection to the brand. From relief to elation, the campaign tells the stories of what homeowners open their doors to when arriving home.

Opening your door to: