My Big Fat Greek Ad Campaign

Flynn’s rapid expansion into the US outpaced awareness. 77% of respondents to a brand survey had never heard of us. We also had a few points of differentiation to convey, such as 24HR service and a web app. Success would range from cold calls being warmer to potential buyers knowing Flynn better.

The majority of category buyers do not consider themselves “in-market” for our services. While preventive roof maintenance is a proactive, any-time-of-year service, certain segments of our audience are more reactive buyers. For them, the category entry point is the moment a roof leak occurs.

Even in more profitable segments, with more sophisticated and proactive audiences, a significant weather event is still a moment where our category becomes top of mind. In a matter of hours, our services can transform from a something like a grudging visit to the dentist to the timely arrival of a paramedic.

Storms therefore were the universal CEP I chose to leverage in devising a video ad campaign.

Each video opens on a typical situation confronting a facility manager: a storm threatens, with a roof leak a likely result. We are then shown that this storm is the result of a board game being played by Zeus and his wife Hera on Mount Olympus. Zeus represents all that is unforeseen and disruptive, while Hera represents the availability of a resolution through Flynn. Where he moves a storm into place on the game board, she counters with a Flynn truck. In each scenario, the video ends back in the real world, where a Flynn truck arrives to save the day. Leveraging our trucks as a distinctive brand asset was a high priority.

Finally, the association of thunderstorms to the almighty Zeus has existed for millennia. By ending on a final flash of lightning and a Flynn logo, I was creating ground for building memory structures around this CEP.