House expert services market Angi is leaning into the viral ASMR trend in its to start with brand name campaign considering that rebranding from Angie’s Listing, launched on Monday.
The campaign, referred to as “Oddly Satisfying” and established in partnership with Ryan Reynolds’ company Most Exertion, aims to exhibit how simply enjoyable it is to use Angi’s platform by harnessing the level of popularity of ASMR videos on social media.
“By leaning into the cultural pattern that is ‘Oddly Enjoyable/ASMR,’ we were equipped to create persuasive movies that give individuals a genuine sense of the calm and fulfillment that will come from using Angi for all their property jobs,” Dhanusha Sivajee, Angi’s chief marketing officer, shared with Marketing campaign US.
By applying ASMR to display residence renovation jobs these as painting, caulking and steam cleansing, Angi and Maximum Effort and hard work hope to capture shopper focus when sparking them to believe about the evolving needs of their home – specially with the increase of distant doing the job.
“The pandemic has adjusted the way householders appeared at and utilized their households,” Sivajee claimed, including that the past several yrs have been “stressful for everyone, including home owners.”
“That’s why we think the Oddly Enjoyable/ASMR motion has taken off and is right here to stay,” she reported.
She talked over the doing the job knowledge with Reynolds and Greatest Hard work, which was obtained previous summertime by advertisement tech company MNTN.
“Ryan and his team introduced a ton of abilities to the desk in really digging deep and studying the Oddly Satisfying/ASMR craze,” Sivajee shared. “How could we produce items of content material that provide on making folks really feel serene and happy, just as they would when they use Angi to get their household venture performed correct?”
Sivajee describes the artistic as an “almost epic motion picture-like knowledge working with cinematic methods,” this kind of as widescreen filming and 3D sound engineering.
The marketing campaign will roll out on Tv, radio and social media as nicely as CTV, and podcasts.