uBreakiFix DIY 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.