Creative Brief

The Pangere Corporation worked with the creative department at Building Indiana Business Magazine to produce an ad campaign created around "Hope Pangere", the seeing eye dog for Steve Pangere, CEO of the Pangere Corporation.  The goal of the ad campaign was to stand out from other industrial and commercial construction contractors by using "Hope" to draw the readers attention to the ad campaign.  Once we had their attention, we aligned our messages to the customers/prospects buying priorities (honesty, trust, no disruption of ongoing operations while project is being completed, etc.).  Our message spoke to companies who are likely to hire construction contractors for Industrial or Commercial projects.  Our message varied by ad in the campaign but spoke to the insight we gained via market research as to what was most important to a potential customer.