Enercare conducts brand campaign
Toronto-based energy services company Enercare has begun its first television advertising campaign. Developed by Sid Lee, the brand campaign is aimed at Ontario homeowners and focuses on the company's protection plans for heating, cooling and plumbing equipment. The campaign began on Sept. 7 with radio and digital advertising. A 30-second television commercial will be released on Sept. 21. The ad depicts four technicians servicing such equipment while singing in the style of a barbershop quartet. The executions in other media follow a similar theme. The campaign also introduces a new tagline: "It's Better Inside." It will run until mid-December.
"The products we install and the service we provide are often out of sight and out of mind for many homeowners until something goes wrong," said Lorne Solway, chief marketing officer at Enercare. "Our campaign aims to show Enercare's breadth of services while also demonstrating the value of our home protection plans and the peace of mind they offer homeowners to protect them when something goes wrong. With an integrated approach and an extensive reach, we expect the advertising to perform well for us this season and greatly increase our market presence."