Storage King has launched a positioning campaign through Sydney agency JimJam Ideas which takes an honest, ‘in your face’ approach to the nightmare of moving house.
The TVC, which is supported by radio and online, positions Storage King as a stress-remover for people who are moving house by sorting out all of their storage needs quickly and efficiently.
Caitlin McCallum, business director at JimJam Ideas, said the agency undertook a review of several typical customers to establish how it could position Storage King in a way which drove a deeper connection with consumers.
JimJam creative director Charlie Cook added: “There was opportunity to increase the brands exposure in an increasingly competitive market via the promise of offering more support, summed up with the new end line ‘The kings of storage, moving and more’.”
Lyndon Atkinson, group marketing manager at Storage King, said he was surprised and delighted at the response from the campaign.
“We’ve received feedback from several stores during our campaign that enquiring consumers were asking for their rash to be removed, which suggests good cut-through in terms of the campaign resonating with consumers,” he said.
Storage King CEO Michael Tate added: “JimJam were adroit at identifying areas where we could get a good result and where we needed to evolve to ensure we continue to be market leader.
“This was further enhanced due to the fact that we approached it in a collaborative manner, as well as dissecting our current strategies and customer profiles in detail.”
Client: Storage King
CEO – Michael Tate
Group marketing manager – Lyndon Atkinson
Town Crier Marketing – Chat Bandaranayake
Agency: JimJam Ideas
Co-creative director – Charlie Cook
Co-creative director – Andrew Crocker
Art director – Patrick Anderson
Planning director – Tony Gordon
Client services director – Caitlin McCallum
Media planner – Gary Walls
Radio executive – Rob Gilbert
Account manager – Anna Sharp
Account executive – Eduardo Reinaque
Production company: We Are Content
Director – David Jagoda
Producer – Robert Shreiber
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]