Durham, N.C.In a breaking b-to-b advertising campaign for fire safety services provider DunnWell, LLC, Garner, N.C., informative-looking pie charts, bar graphs, and mathematical equations introduce two very uncomplicated ideas: lower costs and greater accountability. The campaign is the first work by advertising agency The Republik, Durham, for its new client, and the clients first work from an outside agency. One ad shows the percentage of companies who like to save money, broken down by number of locations. Surprisinglyor notin all cases the answer turns out to be 100%. Other executions deal with ease of access to information and number of competitive bids preferred. The oversimple ads are intended as segues to a more in-depth discussion of DunnWells online, transparent billing and record-keeping system, and of its open bidding policy, both of which are points of differentiation from its larger competitor, SimplexGrinnell. At the same time, the campaign aims to avoid dramatic fire-prevention imagery. The target audience is large-corporation (typically chain retail stores or restaurants) facilities managers, responsible for hundreds to thousands of locations. The Republik credits go to creative director Robert Shaw West, art director/designer Gerard Blanton, copywriters Mike Randall and Annemarie Norris, and strategic director Dwayne Fry. DunnWell, LLC, privately held, offers fire prevention and life protection services to multi-facility corporations in fifty states. Among its existing clients are Brinker International, Darden Restaurants, Burger King, Carlson Restaurants (TGIFriday's) and Dollar General Stores. The Republik (www.therepublik.net), is an employee-owned advertising agency with offices in Durham, Charlotte, and in New York City. Other clients include Wellcraft Marine, Cadillac, Mich.; Triumph Boats, Raleigh; Fayetteville (N.C.) Area Convention & Visitors Bureau; BusterSports.com, Raleigh, Riley, Raleigh; Carver Boats, Pulaski, Wisc.; and Community Builders, Boston.
Client: DunnWell, LLC, Garner, N.C. Agency: The Republik, Durham N.C. First work for new client. Clients first non in-house advertising. Media Agency: NAS, div. IPG, Raleigh Product: Fire safety services for multi-facility (ranging from hundreds to thousands) corporations. Brief: DunnWell advantages vis-a-vis industry giant SimplexGrinnell. Target: Facilities managers. Executions: Bar graph of desire to save by corporation size. Inequality expression of number of competitive bids. Pie chart of desirability of access to information. Competitive advantages: Accessible, transparent, online billing record of all repairs, including photo backup and code violation inspection reports. Open bidding, from independent contractors, for all repairs. Other facilities management companies assign to favored contractors, who are aware of maximum allowable job cost. Customer benefits: Reduced costs. Increased accountability. Media: Facility management trade publications. Tag (new): Were on it. CD: Robert Shaw West AD/Designer: Gerard Blanton CWs: Mike Randall, Annemarie Norris Strategic Dir.: Dwayne Fry Breaks: November