We quickly determined our strategy - that when an entire industry collectively uses scare tactics to persuade its audience to sign up for home warranty programs, by simply taking the opposite approach we would earn consideration. Love instead of fear. Creatively, turning an inanimate object like a fridge, into a lovable, personable buddy without being cheesy is a creative path fraught with danger.
Additionally, we don’t usually associate direct response efforts with memorable creativity. But we found success making a household item that we interact with multiple times a day into a thinking, feeling member of the family, who deserves a little love.