Everyone knows one of the biggest moving hassles is switching service providers. This campaign positions CenturyLink as the helpful, "new kid on the block" putting down roots in one of the most transient cities in America. Movers are encouraged to "Make Your Move" with CenturyLink which calls to doing it yourself, being ambitious and not being pushed around by an annoying service provider.
social | "ASSEMBLY REQUIRED"
CenturyLink's set-top box is easy to install and a great product for independent movers. To help send this message social content will go step-by-step through simple DIYs in order to compare the product's ease-of-use as well as giving movers a reason to DIY.
EXPERIENTIAL | "SEE BOSTON"
Boston residents will get the opportunity to download an app and participate in a day-long scavenger hunt around the city. This event will get people engaged with the brand and create buzz via social media posts generated by the participants.
U-HAUL PARTNERSHIP
To target movers specifically, CenturyLink will partner with U-Haul to give people moving in or to the Greater Boston area some special moving essentials. Upon renting a truck with a destination set to the Boston area, movers will receive a last minute essentials kit equipped with everything from AA batteries to toliet paper and three green moving boxes that will serve as an easy signal for what needs to be unpacked first.
MICROSITE | "DONATION LINK"
Moving to a new area means first impressions are crucial– and what better way to show that CenturyLink is a great and thoughtful company than by getting them involved with giving back to the community. This microsite will give movers a place to schedule a pick up of their unwanted items by a CenturyLink representative. Movers will have more time to focus on the things they do want while simultaneously boosting positive brand perception.
