News & Updates

In 2012 Kennards embarked on what became a journey, to develop a national marketing campaign to grow and strengthen our Brand.

It’s believed the more you advertise a brand the more people become conscious of it and will want to try it, whether it’s a product or a service. When people need storage we want them to immediately think of Kennards. Previously our chosen marketing medium has been television, promoting our “Keep it at Kennards” jingle.

It was time to take a new direction that would build on our previous campaign by retaining our jingle but expand our appeal. Radio was our choice of media to deliver our message.

Radio provides reach, but more importantly greater frequency for our dollar. Frequency creates the memory that will keep Kennards top of mind when considering the need for storage.

Inspired by the clever and comical marketing banners and slogans created by Manhattan Mini Storage in the US. We wanted to create something that was fun and engaging yet still delivered a clear message about Kennards Self Storage.

In partnership with Circus Media marketing agency, an idea was born around two characters Blaine and Amber. They represent a married couple, modelled on an American Soap Opera going through life’s experiences in a funny and ridiculous manner.

Self storage is driven by life experience – from leaving home, purchasing a home, renovating and growing the family, and Blaine and Amber provide the perfect channel to deliver those experiences through radio.

Twelve radio ads have been produced and will run throughout the year. Each story will feature consecutively to build on the life of Blaine and Amber.

The adverts are designed to capture the interest of the audience, by using a Soap Opera style of delivery. We all know everyone loves a Soap Opera, when after one episode we can’t wait for the next, as we are invited into the interesting and very funny lives of Blaine and Amber.

Listen to the first radio ad now

Author: Darren Marshall, General Manager, Kennards Self Storage