OSI
Installer Education + Training Campaigns
Trusted for its building envelope protection systems and legacy of field expertise, OSI partnered with Secret Creative and True Digital Communications, on a lead generation campaign connecting installers, managers and business owners with jobsite training and installation resources.
- Art Direction
- Campaign Messaging
- Creative Strategy
- Digital Marketing Assets
- Motion Graphics
- Paid Media Creative
DESIGNED TO COMMAND ATTENTION
A product system is only as effective as the team installing it. With that insight at the center, Secret explored a range of concepts that positioned the value of OSI’s training and installation resources. Bold statements, direct language, and OSI’s confident candor created a distinct campaign presence grounded in the established brand.
KNOW-HOW THAT WORKS
The campaign turned familiar jobsite frustrations into a compelling case for better training. By addressing rework, callbacks, and installation errors head-on, the messaging connected OSI’s expertise with stronger teams, more efficient installs, and better business outcomes.
CREATIVE MEETS MEDIA
The campaign was shaped through a close partnership between Secret and True Digital Communications, with creative and media working together from strategy through execution. True led a targeted media plan selecting four core advertising platforms—Google and YouTube, Meta, Programmatic and Trade Media, while Secret developed the creative approach and a high volume of motion- and video-forward assets to deliver against the strategy.
BUILT TO KEEP PERFORMING
The campaign has consistently generated highly qualified leads for the OSI team, building on its performance month after month. As an always-on effort, it continues to evolve through ongoing optimization and creative refreshes informed by audience behavior and campaign results. The work will also expand to support additional training offerings and more tailored lead nurturing.
