Our client had been spending money on advertising, but it was unfocused and looked outdated. With 40 years of experience, these guys knew what they were doing – selling, designing and installing audio visual systems that were not only comprehensive, but very easy to use.
Our knowledgeable client, as well as our own research, told us that frequently, home technology companies have little experience behind them. We also learned that it wasn’t uncommon to have companies install systems that were so complicated, they practically required clients have a Ph.D in engineering to be able to use them.
With the competition’s advertising lackluster, we set out to focus on our client’s 40 years of expertise, in which they have seen and done it all.
The tagline, The Home of Home Technology, gave the company a proprietary feel, which we knew they could own. They were the real deal, so we wanted to set them up as the experts. We presented two different campaigns, one, an all type execution based on facts. The other took a humorous direction, asking the consumer to closely assess the competence of who they were hiring.
Our client liked the bright colors and conceptual nature of the campaign that featured silly visuals of people (and a monkey!) who might be working as the competition. We were confident these ads would stand out, especially in the shelter magazines, where so many campaigns feature beauty shots of homes and furniture.
After much discussion, they decided not to proceed with the campaign, but we still continue to mourn the loss! This is the nature of advertising. You win some, you lose some.