Before developing positioning, branding and marketing plan we started with The Others – our very own free of charge market research program. The most important insight we got: when having a cleaning lady/man, people always justify the ‘why’. They feel guilty when hiring someone to do what they feel is their job. Especially the female respondents. Typical feminine behavior. “Only every two weeks, because I have a new function at work” and so on.
These insights and our longterm experience translating OZ’s mission and vision into campaigns, led to a sharp, made to fit positioning. If you’re looking for helping hands – rely on OZ cleaning services (with service voucher system). Sharp messaging and branded & pure imaging provided the necessary stopping power. OZ is an established, reliable and trusted brand. So we surfed on OZ’s branding and added a pinch of our otherness for the key visual.
November 13, 2017