"Honey Do" Consumer Campaign

A common fixture in most homes across America, the “Honey Do” list is almost a thing of mystery — it always seems to grow longer, never shorter, and of its own inexplicable accord. As Honey’s Heating & Air knows, ignoring that list for too long when it comes to a home’s HVAC and energy needs can result in immediate chaos when that noisy furnace finally breaks or those energy bills climb impossibly high. To bring those nightmares to life, Mnemonic created the “Honey Do, Honey Don’t” campaign — combining the reputed name of Honey’s with the relevancy (and looming consequence) of the dreaded Honey Do list. The campaign illustrated a homeowner's likely future if they keep putting off those to-do’s and how easily the residential apocalypse can be avoided with one call to Honey’s, a local company with speedy service, excellent customer care, and a famous spokesbee (Nate). However, rather than weigh down each ad with a struggle to encompass every demographic of homeowner, the creative was strategically written and produced to target just two main segments — younger homeowners, and older homeowners — as each had specific scenarios and messaging points that would inspire them directly. Thus, each video ad actually had two versions; both would speak about the same category or Honey’s service but with messaging and visuals targeted to each individual demographic. The :30s were placed using the targeted power of Comcast and Effectv, ensuring that only younger homeowners would see the creative that spoke to the sting of unhappy young children and financial restraints, while the older homeowners only saw the versions relevant to them and the visceral reaction that comes from an upset balance to a finally peaceful (and empty) household. The shorter videos were created for targeted demographic ad placement on social media platforms, along with radio ads of each version as well and high resolution photography for additional usage— further expanding the campaign's comedic education to area homeowners. All creative content tied into the campaign's core (TV), but with unique messaging and visuals to reduce viewer fatigue and strengthen the campaign’s overall impact.