If you’re a homeowner, you either have a home warranty and are unsure of what it really is and does, or you’ve never heard of a home warranty at all. A warranty in general used to be a pretty simple safety net for a bigger purchase, but these days, it can feel like companies are trying to shove a dubious warranty down our throats for just about every purchase we make. With the lack of trust combined with the lack of educational resources, it’s pretty understandable, then, why homeowners may not have ever considered a home warranty before, even though a good home warranty can address a lot of common homeowner frustrations. For example, say your HVAC stops working; American Home Shield will set you up with a company to get your system repaired, and can also help reduce the repair costs. A home warranty is not home insurance, and doesn't fix issues related to natural disasters like flooding or loss or damage due to a break-in; it's a coverage plan for certain major home systems like plumbing and electrical, but can also cover your appliances, even if they’re older.
American Home Shield wants to create more awareness and trust with an evergreen educational video series that will help consumers understand not only what a home warranty is, but the value that one provides. These videos should primarily answer the most common, high-intent questions homeowners have about home warranties – what even is a home warranty? How does it work? What does it cover? – while also highlighting the key benefits of having a home warranty. Ultimately, this series should impart to homeowners that a home warranty can give them peace of mind, and help American Home Shield stand out from its competitors and become a household name.
To achieve all of this, though, our series can’t just be educational; if we want to be memorable, this series needs to be fun and functional, entertaining and educational, all while building trust and confidence in the value and service American Home Shield provides. American Home Shield wants to hear your best creative concepts to bring this series to life.
They’re open to a variety of formats, from animated explainer videos to live-action with cast talent or an American Home Shield expert, and everything in between; what matters most is that your series concept strikes the right balance between being memorably entertaining while delivering clear education. Think about creative ways to spark an “aha!” lightbulb moment for viewers that drives them to American Home Shield's website and app, and encourages them to buy a home warranty plan for their home. There will be at least 6 videos in this series, likely in the 1-3 minute range.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
EXPOSURE: YouTube, AHS's website, email blasts, paid media, and social media
TARGET AUDIENCE:
- Main audience: Homeowners, or soon-to-be homeowners, researching home warranties or home repair-related topics
- Secondary: Current American Home Shield members looking to better understand coverage and benefits
- Homeowners seeking education on home repairs and protection
TONE/FEEL: Clear, approachable, trustworthy; educational and confident, but not promotional or sales-driven; calm and helpful.
