TotalProtect Home Warranty is launching its first TV campaign, targeting new homeowners.
The effort, from Karlin+Pimsler, uses an entertaining concept to reach consumers -- a mnemonic device for every time bad stuff happens.
Along with 60-second TV spot, the brand has a digital marketing presence across a variety of sites that target homeowners. The TV campaign will run for several months and potentially continue throughout the end of the year, according to a spokesperson.
The spot shows the variety of ways that vital home appliances and systems -- from refrigerators to hot water heaters to toilets to air conditioning systems -- can break down, and why you need a home warranty from TotalProtect. The spot ends with the tagline, “You’re Covered.”
“With the Case-Shiller Home Price Indices showing unprecedented growth for the housing market, we decided it was the perfect time to let homeowners know about our home warranty services,” said Sandra Finn, President, Cross Country Home Services (CCHS), the parent company of TotalProtect Home Warranty. “When people buy a home, they want to feel protected and have the peace of mind that their investment is safe. The creative developed by Karlin+Pimsler provides a clever way to demonstrate the value of a TotalProtect Home Warranty.”
The spot will air on a variety of national cable networks targeting new and existing homeowners. Chicago-based Home Run Media handles the media buying and planning. The campaign will leverage the TotalProtect digital marketing efforts led by the Ft. Lauderdale agency Bullseye Strategy.
"I am a homeowner and know that, quite frankly, things just break when you least expect it," said Mal Karlin, president and chief creative officer of Karlin+Pimsler. "We wanted to convey that yes, stuff happens, but you don’t need to worry or stress about it if you have a home warranty.”