Levelling up a leader in concrete levelling by simply telling the truth.
Challenge.
The concrete levelling business is filled with homogeneous brands and services. Few companies differentiate themselves from a service perspective, and even fewer make a strong effort to use marketing to build brand awareness. This leads to customer confusion and brand-agnostic conversions (i.e., customers mix up company names and ultimately don’t care who does the repair). True Level Concrete, however, offers something unique beyond concrete levelling: dedicated customer service teams that provide unmatched support. The real challenge, then, was awareness. And the goal? Build it faster using methods few competitors employ—specifically, broadcast advertising that's creative enough to be both entertaining and memorable.
Solution.
We created two ads that ran during Canucks games and evening news programs—channels with broad reach to our target audience (i.e., Homeowners in Vancouver, the Fraser Valley, and on Vancouver Island who are dealing with the early stages of concrete or foundation issues—or critical phases of cracking concrete or sinking foundations). Not everyone has a sinking foundation; some might have a cracked walkway or driveway (and vice versa)—so keeping the services separate in the ads was critical. We used humour and fear to capture viewers’ attention, cutting to scenes that showed the consequences of neglecting concrete and foundation issues. Since ignorance or neglect often makes these problems worse, appealing to both unaware and knowingly neglectful audiences was key to building brand awareness, raising concrete-problem awareness, and ultimately driving conversions for True Level Concrete.
Big Production Small Team.
We pride ourselves on doing broadcast-level productions with small, skilled teams. And that’s what we did for True Level Concrete.
Concept Creative.
We brought the A-team with over a decade of conceptual-ad experience to pitch, script, storyboard, and fully deliver broadcast-worthy ideas.
Shot on RED.
We brought out the big guns for TV, capturing broadcast-level creative on broadcast-level camera equipment.
