MUSE Gold

United States

2022

uBreakiFix DIY Campaign

Entrant Company

Asurion

Category

Advertising

Client's Name

uBreakiFix

Sub-Category

Advertising Campaign

The Assignment: Our franchise service centers, uBreakiFix® have existed in some capacity since 2009, but have never had a full-blown campaign for wide consumer exposure. Our goal was to change that. To work towards making uBreakiFix and, by extension, Asurion household names, we needed something memorable, ownable, and sticky. The Approach: We focused on bringing to life consumer truths to deliver our main message: “Your tech. Fixed.” Through research we discovered how often consumers will either live with the results of broken devices in their homes or turn to DIY (do-it-yourself) videos for ways to  x tech themselves. Our task was to present ourselves as the better way. Using split-screen comparisons and humor to keep engagement, we designed stories that customers could relate to with a statement. Customers knew they didn’t have to go it alone. uBreakiFix had their back. The Results: These videos, when viewed on social channels, drew a higher clickthrough rate than other videos used to remarket to potential consumers. Once they were familiar with the brand, story-driven, light-hearted videos helped deepen our relationship. This led to increased door swings and appointment scheduling across our 700 locations.

Credits

Project Manager
Kristen Glass
Marketing Manager
Linda Claire Guttery
Creative Director
John Elter
Associate Creative Director
Tricia Loftis
Associate Creative Director
Bonnie Sager
Copywriter
Jelani Warren
Art Director
Marquis Maines
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