Summer is, among other things, prime moving season. Taking advantage of the planning many consumers may be putting into packing up a house or dorm room for new adventures, Mobile Mini touts its new long-distance moving and storage services for consumers in a television advertising campaign, a first for the brand.
The effort, which will begin appearing in seven markets before rolling out to other areas, shows a couple packing their belongings into a Mobile Mini storage unit. The commercial tracks their battle over a life-size Wayne Gretzky cardboard cut-out (he wants to keep it, as he has since college; she will go to great lengths to ensure it doesn’t make the move), moving it in and out of a mobile storage unit.
“It’s our first foray into television, and we want to create a memorable and distinctive brand identity in the market place,” Pete Buchner, Mini Mobile’s vice president of marketing, tells Marketing Daily. (San Francisco agency Venables Bell and Partners created the commercial.) “I think our competitive point of difference is the convenience factor.”
The company, which has long relied on corporate moving and storage as its main revenue source, recently moved into consumer services after conducting research that revealed consumers were “increasingly frustrated” with the lack of service they’d received from long-distance movers and self-storage companies, according to Buchner. “Strategically, we feel it’s a great complement to our current business,” he says. “The brand position we’ve got supports both our commercial business as well as the consumer offerings.”
The commercial will begin airing in Mini Mobile’s corporate home of Phoenix, before moving into markets such as Denver, Jacksonville, Fla., Atlanta, Minneapolis, San Diego and Austin, Texas. The company will air the spots in new markets as it provides climate-controlled storage (a key component of its consumer business) in those markets, Buchner says.