SERVPRO: There’s A Pro For That

SERVPRO is the #1 brand in cleanup and restoration, backed by 50+ years of expertise, 2,000+ locations serving 97% of zip codes, and best-in-class training for a field of certified, knowledgeable experts. But America’s 10th-largest franchise system was still challenged by two long-standing barriers: No one thinks about SERVPRO until disaster strikes, and we’re more expensive than the other guys. It was time for us to help our client partners break through the noise, defend our premium position, and deliver on our promise of making the damage—tangible and intangible—Like it never even happened.®

With every flood comes a flood of emotions. Every fire, a momentary spark of uncertainty. And if it’s your home, your business or your belongings that become damaged, you don’t just want things clean. You want your life back. As disaster strikes, so does the sense of losing control. In those moments what matters most isn’t the storm itself, but the calm of reassurance. That kind of reassurance is born from preparedness. And SERVPRO is prepared for anything.

So, when storms, fire, or water take control of your life, SERVPRO is here to help you take it back.

By narrowing in on the confidence-inducing preparedness of the SERVPRO field teams, we were able to create a longstanding strategic foundation for the business. We opened the aperture for new revenue streams. We unlocked a world of creativity never seen before in our category. We elevated the brand aesthetic to a more premium look and feel. We breathed new life into a longstanding Brand Promise that won us the business two decades ago. And, most importantly, we delivered record-breaking business results for our client partners.

Since its October 2021 debut, the “There’s A Pro for That” campaign has helped SERVPRO achieve 9% Gross Volume Growth, new peak levels for B2C Unaided and Total Brand Awareness, and widened the gap for B2B First Choice for Future Need to 33% vs. the next-closest competitor.

Winner of 40+ awards, including: Silver Clio; Webby Honoree; The One Show: 2 shortlists; ADC shortlist; National Addys: 1 Gold, 5 Silvers; Blackstone Awards Best Brand Campaign.

CCO: Dave Damman

ECD, Art: Jonatan Maldonado

ECD, Copy: Aron Cleary

SERVPRO is the #1 brand in cleanup and restoration, backed by 50+ years of expertise, 2,000+ locations serving 97% of zip codes, and best-in-class training for a field of certified, knowledgeable experts. But America’s 10th-largest franchise system was still challenged by two long-standing barriers: No one thinks about SERVPRO until disaster strikes, and we’re more expensive than the other guys. Hungry to drive residential awareness and become the first choice for commercial restoration needs, our client partners challenged us to develop an all-up brand refresh and breakthrough campaign that reflects SERVPRO’s position as the category leader while protecting the brand’s premium pricing.

We knew that when it comes to your home or office, disaster leads to a flood of emotions. People want their lives to return to normal and their businesses to be back in action, quickly. But through deeper research into the commercial and residential segments, and reoccurring “pulse” conversations with the SERVPRO field teams, we discovered what matters most isn’t the storm, fire or water damage, but the calm of reassurance that allows those affected to reclaim their sense of control.

This led to our strategic angle into the work: Reassurance is born from preparedness, and no one is more prepared than SERVPRO. From there, we needed to find a breakthrough creative platform to communicate our new organizational value proposition: When our PROs arrive on scene, it’s with a van full of clean, the calm of reassurance, and a promise of making the damage—tangible and intangible—Like it never even happened.®

Since its October 2021 debut, the “There’s A Pro for That” campaign—featuring new brand characters and breakthrough execution—has helped SERVPRO achieve 9% Gross Volume Growth, new peak levels for B2C Unaided and Total Brand Awareness, and widened the gap for B2B First Choice for Future Need to 33% vs. the next-closest competitor.

Winner of 40+ awards, including: Silver Clio; Webby Honoree; The One Show: 2 shortlists; ADC shortlist; National Addys: 1 Gold, 5 Silvers; Blackstone Awards Best Brand Campaign.

CCO: Dave Damman

ECD, Art: Jonatan Maldonado

ECD, Copy: Aron Cleary