Unhandy

‘Unhandy' is a new campaign for Mr. Rooter and Mr. Electric by Ray. Ray is based in St. John’s, NL and the local Mr. Rooter and Mr. Electric franchise is owned by Kean’s Pump Shop. The campaign is running across the St. John’s metropolitan area in OOH, transit, digital, radio, and social media.

When did it launch?
The campaign launched June 19, 2023 and the first flight will run for 6 weeks.

What’s the creative approach?
Plumbing and electrical work aren’t DIY projects, and let’s face it: most of us are unhandy.

Yet, homeowners are encouraged to pick up the tools and give it a go. All of the DIY advice available today places unwanted pressure on unhandy homeowners, leading them to believe they can fix things they’re simply not equipped to take on. Most of these projects are complicated if you don’t have the tools and/or the expertise, and plumbing and electrical work can be downright dangerous.

Our campaign encourages us to embrace and accept our unhandiness, to put our egos aside, and to trust the experts to get the job done right.

What’s the goal?
While many homeowners may feel they’re up to the task of DIY plumbing and electrical work the truth is these can be dangerous projects. More often than not the problems are made worse by failed attempts to fix them. Our goal is to encourage viewers to accept their unhandiness and to avoid costly repair mistakes by trusting the experts at Mr. Rooter and Mr. Electric for all their plumbing and electrical needs.

What was the strategy?
We can all relate to feeling unhandy. Whether it’s being shamed by a handy in-law, attempting (and failing) to fix an issue, or being the proud owner of a never-ending repair (leaky faucets, anyone?). We believe there is no shame in being ‘Unhandy’ and it’s about time we accept and embrace our unhandiness.

Our campaign encourages viewers and listeners to accept the truth and seek the help they need by calling the Unhandy Hotline (at 1-877-DIY-FAIL) and letting the non-judgemental customer support teams at Mr. Rooter and Mr. Electric take care of the rest. Remember, it’s ok to be unhandy. And it’s ok to ask for help.