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.”

CREDITS

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