Rethink
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Solo Mobile •
1-800-GOT-JUNK? •
BC Lions •
Coast Capital Savings Future Shop |
1-800-GOT-JUNK?
Although its brand awareness is high – an Ipsos Reid study showed that GOT-JUNK was the leading branded junk removal option – the vast majority of consumers still turn to family, friends and want ads to remove their junk. Moreover, junk removal was not seen as pressing until they were ready to move or interested in redecorating.
Rethink decided it was time for a brand awareness campaign that encouraged trial. But because media dollars were limited, the agency opted to be outrageous in order to reach the target of urban and suburban homeowners 35-65.
Enter RAT.
The TV and radio campaign, which centred on the Rat Advertising Trial, showed live rats outfitted in “GOT-JUNK” jackets being released into neigbourhoods. The rats find the junk, the consumers find the rats and GOT-JUNK comes to the rescue.
The campaign launched in February. Its results have been spectacular – including the opening of an additional 60 franchises. And creatively, the work has also been lauded. It scored impressive PR, was recognized at Cannes and in the Communication Arts Annual as well as being featured on U.S. network TBS’s World’s Funniest Commercials.
Television
 R.A.T. Intro |
 R.A.T. How It Works |
Radio
 Call Center |
Goodbye |
Garage |
Sammy |