Turning a complex product into a value message that hits home.
American Home Shield
A unit of ServiceMaster, American Home Shield (AHS) sells home warranties that cover the repair and replacement of systems such as furnaces, air conditioners, and dishwashers.
AHS asked inferno to revamp its national direct mail efforts, which were hampered by the complexity of the service and excessive messaging tangled up in legal caveats. inferno found a powerful graphic solution to information overload – displaying the cost benefits of the home warranty using a cutaway diagram of a home. This solution beat AHS’s long-standing control piece, and it was less expensive to produce and mail.
inferno also supports AHS in its vertical markets. Realtors are one of the company’s biggest allies, recommending home warranties to their clients who are selling and buying homes.
inferno developed a pair of direct mail premiums for realtors, thanking them for their business, while reminding them of the AHS value proposition. Picking up on the current popularity of retro packaging for small commodities, inferno developed two whimsical and eye-catching premiums that perfectly summarized the benefits most important to the audience: “Instant Home Gloss – for existing home sales,” and “Doubt Be-Gone – a clear path to sales.”