Home and office cleaning service provider MyClean is launching its first out-of-home ad campaign with "Cleaning Up the Neighborhood" running across New York City.
Developed with creative agency BigEyedWish, the concept pokes fun at its core affluent Millennial customer with lines like "Book us now, have your parents pay later," and "A spotless floor...to pass out on."
The OOH effort first launches in the Murray Hill neighborhood on phone booths, bus shelters and subway entrances before rolling out "zip code by zip code" in New York City, tailored to each specific neighborhood. Park Slope will riff on stroller-pushing moms.
According to BigEyedWish, the offline presence is complemented with a "highly targeted online campaign." The goal is to push people online to visit its mobile app.
To that end, total mobile traffic to the MyClean site has increased over 35% year over year and the percentage of people using mobile versus desktop has increased over 30%. Prior to this project, the company has employed direct mailing as one of its only offline channels.
Founded in 2010, MyClean generates more than $10 million in revenue with 250 cleaners in New York and Chicago.
MyClean hired BigEyedWish as its creative agency of record in March of this year.