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AMERICAN HOME SHIELD
Despite founding the home warranty category, American Home Shield was virtually unknown to consumers. Their reliance on B2B sales through realtors had led to low brand awareness and household penetration. Worse, most consumers didn’t understand what a home warranty was or how it differed from homeowners insurance. We knew a DTC campaign that explained the benefits of a home warranty to consumers would increase awareness and sales. The only question was: how do we explain it in a simple and attention-grabbing way?
BRIEF
WORK
• Creative Strategy
• Broadcast Production
• Integrated Campaign
• Website
• Paid Media
Might Happen, Will Happen
Our research showed that people understood homeowners insurance covered damage that might happen due to a storm or accident. In contrast, a home warranty covers systems and appliances that will eventually break down. That insight led us to use over-the-top scenarios to communicate that homeowners insurance covers what might happen, while a home warranty covers what will happen.
Giddy Up.
TEXAS TOURISM
American Home Shield tested the new campaign against their current creative and saw an almost immediate lift in direct response. Qualified leads exceeded the initial goals, and the campaign was extended. During this time, direct-to-customer business grew by 40%, and there was also an increase in brand awareness.
RESULTS
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