H. Tested Extreme: Rainforest: Under the cover of heavy rain, two professional mountain bikers, a team of videographers, and LP product experts trekked through a muddy British Columbia rainforest for a unique new adventure: putting LP Legacy® premium sub-flooring to Mother Nature’s—and extreme sports’—ultimate test. Pro athletes built ramps using LP Legacy panels, then showed no mercy as they rode, jumped, and pounded through a torrential storm to showcase the strength and moisture resistance of LP’s premium sub-flooring.
The expedition was the second in LP’s Tested Extreme campaign, designed to differentiate newly launched LP Legacy sub-flooring and showcase its premium performance to homebuilders in a unique way. In the first test, panels were sent over a 70-foot waterfall and left to soak in the wake overnight.
“LP Legacy sub-flooring offers unparalleled strength and performance, and that’s what we wanted to demonstrate in these expeditions,” recalls LP Business Marketing Manager Lorraine Russ. “Builders of course expect durability on the jobsite, and you couldn’t get any more intense than mountain bikers launching themselves 20 feet from ramp to ramp and landing on our boards. We asked them to put it to the test, and they did.”
Professional mountain bikers Ollie Jones and Kevin Landry jumped and landed on the panels more than 50 times. Despite the continual pounding and the rainy conditions, the panels did not split and showed no signs of swelling. “LP asked us to treat the ramps as we would any course, to hold nothing back,” Jones said. “It was fun to see how well the panels held up under those conditions.”
“This obviously isn’t a typical sub-floor application, on a ramp of a mountain bike course in British Columbia. But that’s really the point—if these panels can withstand these extremes, imagine how they’ll perform under tough jobsite conditions,” stated Brian St. Germain, LP’s Director of Business Quality & Technology.
The dramatic print ad demonstrated to trade audiences the product’s proof of performance, with a call-to-action to watch the mountain bikers in action and see behind-the-scenes footage from this one-of-a-kind video shoot at www.testedextreme.com.
The national target audience for this B2B campaign is homebuilders, a group who have two primary concerns with sub-floor: first, its strength and stiffness, which impact how solid the finished floor feels underfoot; and second its moisture resistance, which is a factor when the jobsite is exposed to inclement weather where the subfloor may be soaked through and dried out several times before construction is complete.
