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
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