American Home Shield Overcomes #Zombies, Prepares for #Dragons
Creative Campaign Reminds Homeowners to Prepare for What Will Happen, Not What Might Happen
American Home Shield, the nation's largest provider of home warranties, today unveiled a creative new multi-media campaign designed to highlight the costly risks of homeownership and help consumers better understand how to protect themselves -- not just against things that might happen (or are as unlikely as an airstrike by fire-breathing dragons), but also against things that almost certainly will happen, such as breakdowns to major home systems and appliances.
Although the campaign shares an important message, the approach is intentionally light-hearted, drawing on pop-culture fascination with dragons after last year's extremely popular AHS campaign that featured images from meteor showers, theft by aliens and damage from attacking zombies.
"The high-impact animation and storyline gives us a great way to start the conversation around the importance of having a home warranty," said Chelsea Sumrow, director of marketing and strategy for American Home Shield, a business unit of ServiceMaster (NYSE: SERV). "And our interactive dragon-slaying game is timely given the interest around dragons this week."
Despite the prevalence of homeowners insurance, millions of Americans may not fully understand the differences between homeowners insurance -- which typically covers damage as a result of fire and weather events, theft and vandalism -- and home warranties, which protect consumers' budgets against potentially expensive breakdowns of their covered home system components and appliances.
"Air conditioning systems, refrigerators, and host of other household appliances break down over time, and the repair or replacement costs can be expensive," said Mike Clear, vice president of operations for American Home Shield. "A good home warranty will help protect your budget against these unexpected expenses, plus connect you with qualified professionals whom you can trust to get things up and running again."
As the company works to spread the word about how homeowners can protect their budgets against covered repair and replacement costs, its "Dragons" campaign will appear in print, radio and television channels across the nation, as well as a variety of online and social media platforms. The campaign includes a "Game of Homes" social sweepstakes and an interactive dragon-slaying game which can be found at www.facebook.com/team.ahs. The new "Dragon" commercials are also available online at www.YouTube.com/TheAHSTeam.
About American Home Shield
American Home Shield founded the home warranty industry in 1971 and remains the industry leader. American Home Shield, together with its wholly-owned subsidiaries, services 1.6 million customers in all 50 states. The companies operate four customer service centers, employ approximately 1,800 employees and have a national service contractor network made up of over 11,000 independent home service contractors and more than 45,000 service technicians. American Home Shield is a business unit of ServiceMaster Global Holdings, Inc. (NYSE: SERV), one of the world's largest residential and commercial service networks. Go to www.ahs.com for more information about American Home Shield or follow the company online at facebook.com/team.ahs or twitter.com/ahs_warranty.
ServiceMaster (NYSE: SERV) solves the homeowner's dilemma. Every day, we visit more than 75,000 homes and businesses through our extensive service network of expert professionals. Technology powers our trusted experts to engage with customers so they can order, buy and receive services when, where and how they want them. Our well-recognized brands include American Home Shield (home warranties), AmeriSpec (home inspections), Furniture Medic (furniture repair), Merry Maids (residential cleaning), ServiceMaster Clean (janitorial), ServiceMaster Restore (disaster restoration) and Terminix (termite and pest control). Like, follow or visit us at facebook.com/ServiceMaster, linkedin.com/ServiceMaster, twitter.com/ServiceMaster or servicemaster.com.
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