Command: Make redecorating less scary
Command is the brand behind command strips, command hooks, and other adhesives meant for hanging things without damaging your walls upon removal. Their products are useful and popular, but the brand itself lacks identity.
Target Audience: College students and new homeowners
Objective: Create awareness around the benefits of Command products while simultaneously establishing a unique brand identity.
Insight: October is the period when many college students move into new, temporary apartments, and because the homebuying season ends in summer, Halloween decorations are the first renovation hurdle many new homeowners face.
SMCI: Command strips can spruce up any home. Even a haunted one.
Tone: Like a cheesy horror movie.
Execution 1: TV commercial
Image generated by Sora AI. Based on an original photoshop by me
Summary: A homebuying couple is attacked by a haunted portrait while touring a creepy house. They realize the portrait was hung with Command strips, so they easily remove it and chuck it out. They continue to redecorate the house with Command products and move in.
Execution 2: RADIO
Summary: A couple is remodeling a haunted house. After realizing the loud noise from a hammer and nail will wake the spirits that live in their walls, they use a Command strip instead.
Execution 3: EXperiential
Images generated by Sora AI. Based on original photoshops by me
Thirteenth Floor Entertainment Group is a large Halloween-themed company that puts on high-quality haunted house experiences all over the US. The idea is to partner with them and create a haunted house where all of the set pieces are hung with Command products. This will showcase how discreet and heavy-duty they can be: perfect for Halloween decorations.