Angi’s ‘Oddly Satisfying’ Ad Campaign Uses ASMR To Reinforce Positioning

Angi (previously Angie’s List), has taken a brand new inventive method targeted on the satisfaction of hiring another person to do a house enchancment job after which seeing it performed proper. The marketing campaign, makes use of hanging visuals that incorporate autonomous sensory meridian response (ASMR) in an effort to supply a soothing impact, is operating nationally on tv, radio, and streaming audio and video.

The advert proven under, “Caulking” (together with two others, Steam Cleaning and Painting) is impressed partially by the viral development towards calming social media content material to get throughout the concept it’s “oddly satisfying” to have another person full a job for you and that the completion of such duties brings tranquility to the house.

According to Angi’s Chief Marketing Officer, Dhanusha Sivajee the ASMR ingredient of the advert we designed to assist in giving a chilled impact. She states, “The ASMR elements tie in with the close-ups of the projects being done was all to show how Angi pros seamlessly get the job done. Partnering with the The Max Effort team, we focused on creating an almost epic movie-like experience using a number of cinematic techniques including wide-screen and 3D sound engineering to bring the concept to life and to highlight the mastery behind getting these everyday projects done.”

Sivajee describes the hyperlink of the marketing campaign to the model’s positioning as follows:

“We know that oftentimes homeowners are stressed out about their home projects and put them off because they don’t know where to start. Angi’s brand positioning is focused on solving this problem for homeowners, by helping them get the job DONE – right – resulting in them feeling calm and very satisfied. So, our goal with this campaign was to not TELL people about the benefit, but rather have them FEEL the benefit for themselves. By leaning into the cultural trend that is Oddly Satisfying/ASMR we were able to create a compelling video that gives people a true sense of the calm and satisfaction that comes from using Angi for all their home projects.”

Like many different firms, Angi’s enterprise was arduous hit throughout Covid as extra demand in lots of service industries generated by folks spending extra time at house and specializing in house enchancment tasks. However, 2022 is seeing a little bit of a return to normalcy, and Angi’s fundamental enterprise mannequin which entails matching owners with high quality service suppliers who’ve obtained good evaluations has appreciable enchantment.

Since the rebrand in March 2021, when the “List” was dropped from Angie’s List was designed to emphasise holistic choices each on-line and by way of the model’s app that may be relied upon. Sivajee states: “Our audience has all the time been folks trying to enhance their areas, from small tasks like portray and flooring to massive tasks like roof repairs or full rest room and kitchen renovations. The problem with tackling these tasks is discovering the best particular person that can assist you do it, which creates this sense of chaos. We’re constructing the ‘home for everything home’ with Angi providing many choices to ease that course of, together with our fixed-price providers the place prospects should buy a pre-packaged, pre-priced choice, which affords comfort and pace. This marketing campaign brings that sense of calm again into the house. “

All in all, the “Oddly Satisfying” marketing campaign is effectively timed. While uncommon occasions throughout Covid, together with provide chain points, dampened demand in some industries and elevated in others was disruptive, the mannequin involving matching dependable, top quality service suppliers with busy owners is sound. Angi not too long ago performed a survey that confirmed that greater than 60% of house owners are anticipating a house enchancment mission that may value $10,000 or extra in 2022. Superimposing the concept one can rent suppliers for such providers in a seamlessly and in a manner that brings calm will certainly maintain enchantment to many.

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