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. 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 that found 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 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