We Fixed This Toilet

Frontdoor, Inc., the nation’s leading provider of home service plans, today announced a national advertising and marketing campaign to support the launch of the Frontdoor brand, a cutting edge, one-stop-app for home repair and maintenance.

Enabled by Frontdoor’s proprietary Streem video technology, Frontdoor is an app that empowers homeowners to tackle their home repair and maintenance tasks by connecting them with a pre-qualified expert via video chat who can help diagnose and solve their problems in real time. Frontdoor will also offer homeowners a range of other benefits including DIY tips, maintenance reminders, exclusive discounts on certain system replacements, special pricing on home products and services, and more. The app has membership plans for every homeowner including a free plan with no commitment, and will be available for download through the Apple App Store and Google Play in mid-April.

“We are very excited about this campaign. The creative promoting Frontdoor and its video chat feature evokes not only the emotion of being ‘done sweet done,’ but also the rewarding feeling of fixing a nagging home repair or maintenance issue,” said Kathy Collins, Frontdoor’s chief marketing officer. “And homeowners can do it all through the convenience of their phones. They don’t have to spend time getting bids or reading online reviews. They simply ‘open the frontdoor’ through our app to an entirely new, best in class solution that will surprise and delight homeowners.”

Frontdoor partnered with Fallon and Chemistry to highlight the app’s diverse capabilities that resonate with today’s tech-savvy homeowner. Fallon has been Frontdoor’s creative agency of record since August 2022 and the agency supported the marketing strategy and content for the campaign.

“Frontdoor is directly pep-talking homeowners with this launch campaign. Getting stuff done is empowering. That feeling of control is an epic celebration,” says Melissa Hoke, creative director at Fallon. Her partner, Emily Swenson, adds, “These spots are how the entire category should be making people feel. Frontdoor is a first in many ways.”

The creative campaign focuses on the immense pleasure homeowners take in knocking things off their to-do list, and how Frontdoor is bringing human expertise to home services with the ability to video chat with an expert in real-time. Featuring popular songs from the 1980s and 90s with reworked lyrics, the ads convey the joy homeowners feel when they use the app to video chat with an expert, get their problem diagnosed and perhaps solved in real time, then and there by the expert, and if repairs are needed, to be provided with a list of Frontdoor’s local, vetted professional contractors to perform the necessary work.

Intertwined with the creative, Fallon was intentional in casting talent that was representative of today’s homeowners by breaking stereotypes and making it clear that all homeowners – whether they need a little bit of help or a lot – can benefit from the app.