Our client felt that their past television campaigns were a bit too much like carpet cleaning demos and had no impact. They were looking for a concept that would create buzz, break through with a clear message, and be memorable enough to make Rug Doctor rental top of mind for consumers.
Research showed that the typical mindset is, “I vacuum all the time, so my carpet is clean.” The truth: your carpet is a huge air filter that traps contaminants deep down. And just one deep clean per year can totally refresh your carpet and even improve your home’s overall air quality. We had our proof, now we just had to convince our audience to “clean deeper and feel better.”
For years, Rug Doctor has been the category leader in do-it-yourself carpet cleaning; it’s not even close. With that in mind, everyone in the room concluded that a message persuading consumers to deep clean once a year would benefit our brand greatly. Even if helped the entire category. We offered up a plan, and our client said, “Do it!”
The “Once a Year” television campaign featured couples in their homes speaking to camera, admitting how often they “do it,” where and when they “do it,” and what it’s like when they “do it.” We quickly revealed that by “doing it,” they meant cleaning with Rug Doctor (of course). This innuendo—combined with beautifully shot scenes and terrific acting—allowed us to grab viewers within the first 3 seconds and hold them for the next 27. The spots were held together by a brilliant musical treatment from Luminous Sound that transitioned us from quiet, personal moments to a sexy, Barry-White-inspired voiceover and demo sequence.
Our digital team executed a series of evocative display ads that were highly targeted to a diverse set of audiences: Clean Freaks, Entertainers, Movers, Moms, Pet Owners, and Renters. These ads drove potential customers to the Rug Doctor website, where we reinforced the campaign look and made it simple to click and find your nearest rental location.
The “Once a Year” campaign was intentionally edgy, and it immediately made Rug Doctor a topic of conversation. The brand saw increased rental numbers in all TV markets when we were on air. And the campaign garnered widespread industry recognition, winning multiple Davey and Telly awards.
– Jan Valentic, CMO of Rug Doctor
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