THE CLIENT
CertaPro Painters® is the largest residential and commercial painting company in North America. The company was founded in 1992 and is headquartered in Audubon, PA. CertaPro now has more than 350 franchises across the country, and through its “Certainty Services System”, it’s established itself as the most trusted name in painting. In addition to transforming homes and businesses with a fresh coat of paint, the CertaPro franchises offer deck staining, kitchen cabinet painting, wallpaper removal, light carpentry and more. The company lives its mantra, “We do painting. You do life.”, yet another reminder that for its customers, painting is a personal experience.
OUR CHALLENGE
After a successful customer testimonial campaign in 2018, CertaPro Painters® came back to 20/20 Visual Media requesting a more traditional TV commercial style project with a twist - it would not run on TV. Instead, the creative output would be quick (15-second) spots designed specifically for YouTube pre-roll ads, and Programmatic pre-roll ads on a variety of websites in a test markets - Cleveland, OH. The results of that test would inform the marketing spend for every other market in the country in 2020.
THE CREATIVE
Because viewers can skip YouTube ads after just five seconds, our challenge was twofold: capture the audience’s attention and get branding into the spot as early as possible.
Our approach was to make sure the CertaPro logo was in the first shot (in a fast-paced sequence of painting supplies), and ensure the brand name was spoken within the first two seconds.
Our pitch to the marketing team was to create a spot based on an actual online review from a customer, so that it would drive new leads and encourage those leads to go on the various review sites before making their buying decision. We scripted, casted, filmed, and edited this spot based on real customer reviews about how CertaPro Painters does the little things that other contractors just won’t do, and the 5-star reviews the team receives for it.
Storyboards:
Actual Shots:
