Flynn’s rapid expansion into the US outpaced awareness. 77% of respondents to a brand survey had never heard of us. We also had a few points of differentiation to convey, such as 24HR service and a web app. Success would range from cold calls being warmer to potential buyers knowing Flynn better.
The majority of category buyers do not consider themselves “in-market” for our services. While preventive roof maintenance is a proactive, any-time-of-year service, certain segments of our audience are more reactive buyers. For them, the category entry point is the moment a roof leak occurs.
Even in more profitable segments, with more sophisticated and proactive audiences, a significant weather event is still a moment where our category becomes top of mind. In a matter of hours, our services can transform from a something like a grudging visit to the dentist to the timely arrival of a paramedic.
Storms therefore were the universal CEP I chose to leverage in devising a video ad campaign.
Each video opens on a typical situation confronting a facility manager: a storm threatens, with a roof leak a likely result. We are then shown that this storm is the result of a board game being played by Zeus and his wife Hera on Mount Olympus. Zeus represents all that is unforeseen and disruptive, while Hera represents the availability of a resolution through Flynn. Where he moves a storm into place on the game board, she counters with a Flynn truck. In each scenario, the video ends back in the real world, where a Flynn truck arrives to save the day. Leveraging our trucks as a distinctive brand asset was a high priority.
Finally, the association of thunderstorms to the almighty Zeus has existed for millennia. By ending on a final flash of lightning and a Flynn logo, I was creating ground for building memory structures around this CEP.
This professional campaign titled 'My Big Fat Greek Ad Campaign' was published in Canada and United States in September, 2022. It was created for the brand: Flynn, by ad agency: Winged Whale Media. This Digital medium campaign is related to the Industrial, Agriculture industry and contains 1 media asset. It was submitted over 1 year ago by Marketing Director: Brian Brett.
Concept and scripts: Brian Brett / Flynn Group of Companies
Casting & video production: Winged Whale Media