Give a name, brand, purpose and presence to a new (75-year-old) company.
Dealing with home to-dos is …annoying. Most people don’t want to do them, but they have to get them done. Unfortunately, there’s no fairy that’s going to come clean your gutters, or fix a toilet that isn’t flushing properly, and millions of homeowners are left trying to figure out how to get it done themselves, or how to hire somebody off a search engine to do it. Either way, it just kind of sucks.
Having noticed a market whitespace to launch a home services marketplace, ATCO needed to generate insights on prospective consumers to successfully launch a new brand, value proposition and product offering to seize the opportunity.
Key Findings
The target audience cares far more about the ease of dealing with the service, than the cost of said service.
For reasons we could all understand, cost was a preconceived notion for a major barrier to this industry. However, CEQ research revealed that there are far more desired attitudes than price alone. Through our studies, we found that relatability, simplicity and transparency scored much higher as strong influences on customer behaviour than price.
What we did
We shot it straight with our target consumers by letting them know, that “we know we’re not interesting.”
Our message was, essentially: Most of the time everything is fine. Most of the time customers are busy with life, doing other things… not thinking about their appliances or home systems.
That’s OK, because you’ve got a boring, Rümi Home Protection Plan. Which means while you’re doing other things, Rümi is waiting for things to get more exciting around your home. When your appliances eventually fail, it’s our time to shine. In the meantime, we’ll wait.
