How does a local hardware store cut through the noise of standard promotional campaigns, while also positioning itself as a more attractive, endearing alternative to household names like Lowe’s and Home Depot?
Through the adventures of their new, fictional hero, of course.
Alaska Industrial Hardware (AIH) needed a campaign that spoke to the vastness and variety of their inventory, while hammering home that they weren’t just another hardware store.
To accomplish this, ARM Creative developed an integrated campaign featuring a collection of entertaining creative—all centered around the brand’s new champion: Allan Rynch.
At the top of the funnel, our production team crafted an unforgettable broadcast spot. Right as the doors open, Allan marches into AIH on a mission for just “one particular item.” But it doesn’t take long for Allan’s curiosity to get the best of him, getting lost in the store’s deep inventory and eventually having to be escorted out by management for overstaying his welcome.
ORGANIC SOCIAL.
Creative for organic social took the idea of “deep inventory” a step further through mockumentary, office-style interviews with AIH employees on the origins of Allan Rynch. “Some say he came in for an Olson band saw blade back in ‘59… he’s been lost in our inventory ever since,” recalls a concerned cashier.
Using the data captured from profiles who interacted with the organic content, we fed those users paid social ads that shared even more of Allan’s misadventures. With peeks into Allan’s future lurking the store as an old man, to his younger (more limber) years dashing down the aisles à la Indiana Jones—Allan Rynch and AIH are a match made in powertool heaven.
Time will tell, but we’re pretty sure Flo from Progressive and GEICO’s Gecko don’t have anything on our pal Allan.
