Angi’s ‘Oddly Satisfying’ Ad Campaign Uses ASMR to Strengthen Its Positioning
Angi (formerly Angie’s List) has taken a creative new approach focused on the satisfaction of hiring someone else to do a home improvement job and then seeing it done well. The campaign, which uses striking visuals that incorporate Autonomous Sensory Meridian Response (ASMR) in an effort to provide a relaxing effect, is airing nationwide on television, radio, and audio and video streaming.
The ad featured below, “Caulking” (along with two others, Steam Cleaning and Painting) is inspired in part by the viral trend of muting social media content to convey the idea that it’s “strangely satisfying” to have someone else. work for you and that the accomplishment of such tasks brings tranquility to the home.
According to Angi’s Marketing Director, Dhanusha Sivajee, the ASMR element of the ad we designed to help give a calming effect. She says, “The ASMR elements related to the close-ups of the ongoing projects were meant to show how the pros at Angi do the job seamlessly. In partnership with The Max Effort team, we focused on creating an almost epic cinematic experience using a number of cinematic techniques, including widescreen and 3D sound engineering, to bring the concept to life and highlight the mastery behind the realization of these daily projects. .”
Sivajee describes the link between the campaign and brand positioning as follows:
“We know that landlords are often stressed about their real estate projects and put them off because they don’t know where to start. Angi’s brand positioning is all about solving that problem for owners, helping them get the job done – right – so they feel calm and very satisfied. So our goal with this campaign was not to TALK to people about the benefits, but rather to make them FEEL the benefits for themselves. By leaning into the cultural trend that is Oddly Satisfying/ASMR, we were able to create a compelling video that gives people a real sense of the calm and satisfaction that comes from using Angi for all their home projects.
Like many other businesses, Angi’s business has been hit hard during Covid, as excess demand in many service industries has been generated by people spending more time at home and focusing on tasks. home improvement projects. However, 2022 sees a bit of a return to normal, and Angi’s core business model of connecting owners with quality service providers who have good reviews has considerable appeal.
Since the rebranding in March 2021, when the “List” was removed from Angie’s List, it has been designed to emphasize holistic offerings both online and through the brand’s app that you can count on. Sivajee says, “Our target audience has always been people looking to improve their spaces, from small projects like painting and flooring to large projects like roof repairs or complete bathroom and kitchen renovations. kitchen. The challenge of tackling these projects is finding the right person to help you do it, which creates this feeling of chaos. We’re building the ‘home for everything home’ with Angi offering many options to make this process easier, including our fixed price services where customers can purchase a pre-packaged, pre-priced option, which offers convenience and speed. This campaign brings that sense of calm back into the house. “
Overall, the “Oddly Satisfying” campaign is timely. Although unusual events during Covid, including supply chain issues, a drop in demand in some industries and an increase in others were disruptive, the model involving matching reliable service providers and high quality with busy owners is solid. Angi recently conducted a survey which showed that over 60% of homeowners anticipate a home improvement project that will cost $10,000 or more in 2022. Overlaying the idea that one can hire contractors for such services in a transparent and in a way that brings calm will surely appeal to many.