Cold? Call CampbellCare
CampbellCare Plumbing, Heating and Air
Our Challenge
No one likes to be cold. It’s the pits.
When your heater goes out at the first snap of October, everything else takes a backseat.
Plumbing and heating are crisis calls. You’re either going to call your brother’s neighbour’s friend, the last ad you saw, or the last ad you remember.
There’s a lot of competition out there spending wasteful amounts of dough. So we had to boil it down to basics. When it comes to your furnace, CampbellCare only wanted to own one word: Cold.
If you’re up against a juggernaut buying media by the station, you can win the war of attrition by being simpler, smarter, and straight to the point: Cold? Call CampbellCare.
Stopping Them Cold
We ran our freezing heroes on the backs of buses throughout Vancouver and Delta on supertails as well as interiors in Skytrains and buses.
What’s Not To Like?
We grew their social media followers, and cultivated the comments and content. We quickly reached the top spots for the keywords we were after.
Full Page Ahead
We ran full-page print ads in the Vancouver Courier and the Blackpress papers in the Lower Mainland.
That Old, Familiar Sound
Hinterland Who’s Who provided us with the inspiration for the radio spots about furnaces not working and the people to call. We kept hammering that one message and owned that one word: Cold? Call CampbellCare.
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Who Doesn’t Love A Good Movie Trailer on TV?
The only TV I buy is sports and news, because people like to watch that live and no one is going to PVR through a commercial you spent so much time and money on. This motion graphic ad was in the style of a blockbuster horror movie trailer, complete with the bone-chilling announcer. 2013 was the year of the cold snap El Nina, and we played on that with a humourous twist.
