Brand's first foray into television advertising targets Ontario homeowners by using musical harmony
TORONTO, Sept. 16, 2015 /CNW/ - Enercare Inc. ("Enercare") (TSX: ECI) announced today that nearly one year after its acquisition of Direct Energy's home and small commercial business in Ontario, it is unveiling the second phase of its rebranding efforts with the launch of its first-ever fully integrated mass media advertising campaign. Using a catchy musical tune, Enercare's new advertising creative is designed to breakthrough and be memorable to consumers. The campaign, targeted at Ontario homeowners, began September 7 with radio and digital advertising and extends to television September 21, all in support of Enercare's drive to raise brand awareness.
"Enercare's transition to become the premier provider of home and commercial services is well underway. We're excited and ready to create a lot of noise in the market during the most important season for our industry," said John Macdonald, President and CEO, Enercare. "We have more than 1.2 million customers and approximately 1,000 employees in Ontario, so while we're a very large company, many people still don't know who we are and the services we provide. Key to our continued growth and success is ensuring homeowners know and trust us as the company that makes life at home better."
The campaign concept is to show that homeowners can take comfort knowing the equipment in their home will be working in perfect harmony with Enercare's home protection plans for heating, cooling and plumbing. To bring the concept to life, a 30-second television spot shows a quartet of Enercare technicians servicing different heating, cooling and plumbing equipment around a house while singing a barbershop quartet-style song.
"The products we install and the service we provide are often out of sight and out of mind for many homeowners until something goes wrong," said Lorne Solway, Chief Marketing Officer, Enercare. "Our campaign aims to show Enercare's breadth of services while also demonstrating the value of our home protection plans and the peace of mind they offer homeowners to protect them when something goes wrong. With an integrated approach and an extensive reach, we expect the advertising to perform well for us this season and greatly increase our market presence."
In addition to television, Enercare developed digital advertising and radio spots. The radio spots feature singing Enercare technicians highlighting various offers and services available to customers this fall from Enercare. Digital banner ads and pre-roll video when clicked bring consumers to a landing page on Enercare.ca where they will find more information about Enercare's offers.
The campaign introduces Enercare's new tagline: It's better inside and a mnemonic sound of a wrench tightening to help drive better brand recognition and recall from consumers.
In June, Enercare introduced its new logo, uniforms, fleet and home services website, and in August Enercare's multi-year sponsorship with Exhibition Place in Toronto came into effect, which includes naming rights to the Enercare Centre (formerly Direct Energy Centre). A ribbon-cutting ceremony and official unveiling of the Enercare Centre branding took place today. As a proud Canadian owned and operated company, Enercare saw a natural fit to becoming the naming sponsor of this venue.
"Combined with our advertising, the newly renamed Enercare Centre provides us with highly-visible, permanent brand exposure in our largest market," said Macdonald. "The Enercare Centre is visited by millions of Ontarians every year and is visible from one of Toronto's busiest highways."
Enercare's advertising campaign, developed by Sid Lee, runs from September 7 through to mid-December.
Enercare Inc. is headquartered in Toronto, Ontario and publicly traded on the Toronto Stock Exchange (TSX: ECI). As one of Canada's largest home and commercial services and energy solutions companies with approximately 1,000 employees, Enercare provides water heaters, furnaces, air conditioners and other HVAC rental products, plumbing services, protection plans and related services to more than 1.2 million customers. Enercare is also the largest non-utility sub-meter provider, with electricity, water, thermal and gas metering contracts for condominium and apartment suites in Ontario, Alberta and elsewhere in Canada, and through its Triacta division, a premier designer and manufacturer of advanced sub-meters and sub-metering solutions. For more information on Enercare visit enercare.ca.
SOURCE EnerCare Inc.