Constellation Home:
“I Can Help” Campaign
The home services market in Central Maryland is fiercely competitive. A multitude of HVAC companies and contractors crowd the airwaves and homeowner mailboxes and digital feeds with advertising and promotions. Cutting through this clutter is paramount.
A new GKV campaign is making Constellation Home stand out in a big way.
The campaign leverages Constellation Home’s biggest advantage — the professionalism of its 400+ technicians. They’re all certified and average an industry-leading 11 years of experience. They also get superb customer satisfaction ratings.
The techs have long been the pillars of the company. GKV is making them the face and voice of the brand. More specifically, the singing voice of the brand.
In 1975, a one-hit wonder named Billy Swann topped the charts with his song “I Can Help.” Now, if we’d been tasked with writing lyrics for a jingle for an HVAC company, we’d have been hard-pressed to write anything more perfect than verse one of Billy Swann’s hit:
If you got a problem, I don’t care what it is
If you need a hand, I can assure this
I can help
I got two strong arms, I can help
It would sure do me good to do you good
Let me help
In a series of TV commercials and digital videos, we filmed actual Constellation Home techs lip-syncing to Billy Swann singing his No. 1 hit. The spots have all the charm we were going for and then some. The techs come across as completely likeable, sincere, and trustworthy. Featuring them makes homeowners feel more comfortable about reaching out to Constellation Home.
We’re also using technician photos and “I Can Help” messaging in all marketing channels — direct mail, digital ads, social posts, and throughout the Constellation Home website.
The campaign is providing clear market differentiation and getting noticed and liked in a big way. Internally, employees love how the campaign makes them feel about their company and how they do what they do (and the tech “stars” are loving the attention!).
Best of all, the campaign is driving business by giving homeowners one simple thing to remember — that Constellation Home can help.
