Pedal to the Metal

Do It All

Vitro Architectural Glass
Intercept® Spacer 25th Anniversary Event

In addition to commercial glass, Vitro Architectural Glass (formerly PPG Glass) also manufactures glass for the residential market. Among Vitro’s renowned energy-efficient technology for residential windows is the Intercept® Stainless Steel Spacer System. The Intercept Spacer is a critical part of a window unit that helps separate and insulate multiple lites of glass. Without an effective spacer, a window’s performance will be diminished.

To celebrate 25 years of the Intercept Spacer System, Vitro Glass hosted a celebration during GlassBuild America 2016 in Las Vegas. The event recognized and showed appreciation for the residential window manufacturers that have been licensing the Intercept technology from Vitro/PPG over the years.

Hanley Wood Brand Builder Awards 2017

Pedal to the Metal

With a theme of “Pedal to the Metal: 25 Years of Driving Innovation,” Vitro sent emails to licensees inviting them to participate in the upcoming SPEEDVEGAS experience, where they would drive exotic cars on Las Vegas’ longest and fastest racetrack. In addition, Intercept® licensees received a direct mail piece that included a pair of Smith sunglasses and a folded map that outlined the specifics of the event.

Custom Microsite

A custom microsite was the destination for all outreach. The site not only detailed the event’s agenda but also allowed users to review their car choices at SPEEDVEGAS. Prominent calls-to-action encouraged visitors to RSVP for the event.

The Event Experience

During the event, attendees were given personalized VIP passes with a map of the track to celebrate 25 years of “driving innovation.” The day concluded with a dinner party celebrating the Intercept® Spacer System anniversary, supported by pull-up banners and hosted by the evening’s master of ceremonies, Glenn the Glass Guy.

Results

The primary goal was to get representatives from each Intercept Spacer System Technology licensee to attend the anniversary event so they could be recognized for their support of the technology and encouraged to lease Vitro’s recently released enhanced manufacturing equipment. Vitro had a successful turnout with the majority of invited licensees attending the Vegas event. Beyond its success for the client, the campaign also was honored in 2017 with a Gold Award in the B2B Custom Event category at the Hanley Wood Brand Builder Awards.

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