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APEER REACHES HOMEOWNERS WITH NEW TV AD
ENDURANCE GO ULTRA-PREMIUM WITH AVANTAL
Building on the strength of its recent digital marketing campaign, Apeer has launched a new TV advert showcasing its range and quality of composite doors, to further boost lead generation for its Trade Partners and retailers.
Endurance Doors have just launched the ultra-premium Avantal composite door, which boasts all the features and appearance of a powder coated aluminium door yet based on the proven solid timber core chassis from their market-leading bespoke door offering. This is clearly a door that’s aimed at the contemporary and urban market thanks to the introduction of the ultra-matt black, anthracite grey and signal grey finishes, along with the woodgrain inspirations of anteak and rustic cherry. The edgebanding also benefits from a textured finish, with all options enjoying an ultra-matt, premium white internal finish, while the door frames have been laminated in house within the Rocal Group for a perfect match. All Avantal doors will also feature a new flush mounted and matching glazing cassette system, while the unique Moisture Barrier System from Endurance Doors will also be prevalent, as will the 3-step wet glazing process to the glazing apertures that has proven so successful in recent years. The objective from the outset has been to create a next generation composite door, that looks, feels and performs as one for the longterm and that includes finishing hardware with a lifetime guarantee and a 3 Star Sold Secure Diamond cylinder. At the point of launch there will be five initial door designs both glazed and unglazed with the promise to expand this in due course, along with the introduction
The ‘More than a door’ advert represents around a £100K investment and runs for eight weeks from September 13th, across Channel 4, UTV, Sky Smart Ireland and video on demand channels, including ITV Hub and All 4. Viewers are directed to the Apeer website, where they can find approved stockists.
of aluminium inlays and other new features. The launch of the Avantal door range is part of a longer-term product strategy for Endurance, supporting their nationwide network of Installer Partners with more sales opportunities at the higer end of the market. Stephen Nadin, Managing Director of Endurance Doors enthused: ‘The Avantal product is a next generation platform for composite doors, using the latest door skin technologies, along with several other technical product advancements. It’s got all the looks and feel of aluminium inside and out, with a far more accessible price point and importantly with a perfectly matching outer frame.’
Running alongside Apeer’s current digital campaigns, the new TV ad targets upper middle-class homeowners: the 35-65 female demographic who have a keen interest in home improvements. “We used Experian credit data to target lifestyles and income brackets,” said Apeer’s Marketing Manager Linda Tomb. “Past research and feedback has shown that it is still females who hold the sway when it comes to choosing home aesthetics and therefore which company and products a household ends up purchasing.”
The sleek ad features multiple doors ’flying’ around the screen, in a style similar to the mobile phones adverts from which it took its inspiration. “Just like those, we wanted it to be catchy, interesting and really show the USPs of our products – the high quality range of contemporary styles and colours, superior security and excellent energy efficiency our doors offer,” said Linda. “We have run the ad on social media for a couple of months and it is working really well for us, so we wanted to also run it on TV. We’ve just increased our digital marketing budgets so both campaigns will run together to boost our lead generation for Apeer Trade Partners.” Viewers can expect to see more Apeer adverts on their screens in the coming months, and there will also be other exciting developments for the brand, Linda added. “We have big plans for more advertising in 2022 and this includes some exciting new developments for our award-winning Lumi frameless window and door range too.” Apeer’s new ‘More than a door’ TV advert can be viewed online at: https://youtu.be/RMUbfAL34Mk
For further information on the Avantal composite door, including the latest colours and finishes, please call the sales office on 01652 659259, visit https://endurancedoors.co.uk, or e-mail marketing@endurancedoors.co.uk. You can also add to the Twitter following @EnduranceDoors.
ODL EUROPE CONFIRMED AS A FINALIST AT INDUSTRY’S G21 AWARDS ODL Europe has been confirmed as a finalist at the prestigious G21 Awards. Following the announcement, Nathan Barr, Managing Director at ODL Europe, said: “The G21 Awards celebrates excellence in the industry so we are delighted to have been named finalists. This nomination reflects the considerable investment, strategic planning and hard work of our dedicated teams and the support of our fabrication partners.” Bootle-based ODL Europe is a finalist in the New Product of the Year category for its Guardsman
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Fire Door. The Guardsman Fire Door is a gamechanger for the composite fire door sector because it delivers better, more reliable protection than other composite fire doors on the market. Guardsman has been tested to the European fire test standard of EN 1634, the more onerous test standard required by Part B of Building Regulations. And in the most recent tests to EN 1634, it has achieved an average of 100% overrun past the 30-minute mark. At the extreme, this 30-minute fire door has achieved over 70 minutes.
Nathan commented: “Across glazed and unglazed versions, the Guardsman Fire Door produces consistent, repeatable results and eliminates the unknown elements of a composite fire door’s performance and stability. This gives the industry the robust credentials they need.” The Guardsman Fire Door is the result of a six-figure investment by ODL Europe. The company worked with the engineers at its partner Capstone, the world-leading supplier of composite doors, and several experienced fire door fabricators.
The G21 Awards are the industry’s premier event for the glass and glazing industry. The winners will be announced at the G21 Awards Presentation and Gala Dinner on Friday 26th November at the prestigious London Hilton on Park Lane. Nathan concluded: “The G Awards are always an opportunity to celebrate excellence and we are looking forward to reconnecting with our peers face-to-face after so long. Good luck to all the finalists in all the categories.” Tel: 0151 933 0299
October 2021 | www.glassnews.co.uk
