ADVANCED HURRICANE TECHNOLOGY CREATIVE RATIONAL
Advanced Hurricane Technology challenged the Brand Architects at Spiro & Associates with helping establish their wholesale division and rolling it out to the public. Our starting point was establishing a positioning line for the division. Consumers have always sought out a positioning line that makes a promise. Something they can believe in and use as a measuring stick for what the company offers and believes in. A promise as to what a company offers and delivers. When we evaluated AHT’s history, we determined that the AHT founder has perfected the storm protection industry with the invention of the end retention system that they patented
in 1998 and has now become the norm for the industry. In addition, we know that the product makes their customers feel protected. Protected from inclement weather, intruders and the sun’s UV rays. And finally, the product makes customers feel connected. Connected via technology as well as connected to a company that treats customers like family. Based on the aforementioned and additional research Spiro & Associates recommended the new positioning line:
Perfected. Protected. Connected.
This promise, something Advanced Hurricane Technology is already delivering, helped elevate the AHT brand over their competition and aid in defining who and what AHT is and stands for.
The Brand Architects at Spiro & Associates also developed an animated spokesman for AHT. Harry Cane is a gentleman who hired AHT to install protection on his Florida home. Thanks to the newfound confidence he has gained since making the decision to protect his home with AHT products Harry Cane has become an AHT Five-Star Technician. He’s cocky, funny and informative. He’s intelligent and knows everything there is to know about AHT products and home/business protection. He’s animated so he can say and do things we can’t. He is a human likeness so he can show emotion and be caring. But all of that comes wrapped in a tongue-in-cheek fashion that gets paid off utilizing theatre of the mind techniques. Spiro & Associates employed Harry Cane in television spots, fleet, direct mail and in direct marketing.
There’s more where that came from…