Our strategy was to create a highly targeted digital ad campaign consisting of :06 and :15 YouTube pre-roll ads, static and dynamic display ads, and Facebook placements. Again, since water bill overage protection is an unfamiliar kind of product to many consumers – and none of our media formats allowed for lengthy, explanatory messages – we focused on delivering a high-impact, easy-to-understand messaging to inform, entertain and engage consumers.
Though the WaterPro Leak Protection Plan isn’t an insurance product, it works like one in that it provides coverage when needed.
Taking a page from the playbooks of many big insurance brands, we used humor as our creative hook, aiming to capture attention and build affinity for the brand. Our tongue-in-cheek approach featured household fixtures like talking toilets and leaky faucets cautioning viewers against the potential financial consequences of undetected leaks.
But you don’t have to take our word for it: Just listen to the leaky fixtures.