Campaign Elements Created by KWS Marketing, Predecessor to Kavéo
portfolio
Client: Owens Corning Retail|Retail Partner: Menards|Program: Built-to-Win Pro Pit Stop Events
Owens Corning sponsored the #20 NASCAR Xfinity car and needed that investment to do more than build awareness. The ask: turn a hood sponsorship into something pro contractors could act on, with real engagement and sales at the Menards store level.
Bring the race to the store. Rather than hope fans became buyers, we met contractors where they already shop, building local Pro Pit Stop events that turned the building materials aisle into a destination and gave Owens Corning direct face time with the pros who specify its products.
A complete, repeatable event kit for local Menards stores: event branding, A-frame signage, custom flyers, a branded demo booth, free breakfast and a project-sharing giveaway. Every touchpoint drew pros in, reinforced the products and pointed to the Pennzoil 250 at Indy.
concepting the hood
Standing Out in a Crowded Field
The #20 Menards Toyota Supra is unmistakable on the track, with Menards across the quarter panel and the Pink Panther stretched boldly over the hood. While the final artwork was produced internally through OC Studio, the finished car closely mirrors concepts developed by Kavéo, which leveraged the color PINK® and the Pink Panther to do more than complement the car’s fluorescent yellow. The goal was to make the hood pop and command attention in a crowded field, turning a sponsorship into a head-turner fans and pros would remember.
program identity
Owens Corning’s Race to Indy
The Race to Indy badge became the visual signature of the program. Built as a bold, race-inspired shield with crossed checkered flags and dimensional lettering, it carried both the Owens Corning and Menards logos as a clear signal of the partnership. More than a label, the badge tied every touchpoint together, bridging the in-store Pro Pit Stop events with the ultimate destination of race day in Indianapolis.
campaign elements
Race to Indy came to life through a comprehensive, fully custom program built for eight Menards locations across the Indianapolis market. From a geo-targeted digital campaign to in-store signage tailored to each store, every element worked toward a single goal: drawing pros in to experience Owens Corning products firsthand.
Geo-Targeted Digital Ad Campaign: Meta and programmatic banner ads reached pros in the communities surrounding each of the eight Menards locations targeted for the campaign.
Pro Desk Signage: Custom version for each Menards location – printed in three sizes.
Race Invite: Custom designed invite towards hand-selected pros chosen to attend the race in Indy.
Bucket Signage: Promotional signage for a chance to win a bucket of swag at the demo table.
A-Frame Signage: Strategically placed in multiple locations throughout the store to promote the pro pit stop event.
Demonstration Table: Staffed by members of the Owens Corning sales team – designed to encourage engagement and personal interaction.
Recap Video: Created to share with the Menards merchant team, this fast-paced recap captured the energy of the Built-to-Win Pro Pit Stops and race day in Indy, celebrating a standout year of partnership.
have a challenge?
subscribe
Marketing ideas and kavéo news, sent now and then. No clutter.
