Case Study: Apple Heating and Cooling – Television Advertising Campaign

 Scott Robinson Apple Heating and Cooling Scott Robinson        President, Apple Heating & Cooling

“Cheryl brings creative abilities to help us with creating effective television ads. She has worked with us from beginning concept through shooting and production. We have also benefited from her extensive experience in making the most of our media planning and buying.”

The Client:

Apple Heating and Cooling, a Heating and Air Conditioning Contractor, serving Ashtabula, Lake, Geauga and parts of Cuyahoga County.

The Situation:

Apple contacted us to work with them on a two-year, cable and broadcast television advertising campaign, introducing their new company branding to Ashtabula and Lake counties. We met with then-owner Scott Robinson to discuss his vision for the 30-second spots. With big ambitions and a tight marketing budget, we worked together to produce an effective, attention-grabbing campaign that would remain affordable.

The Strategy:

Following our meeting, Media Magic’s Cheryl Dickson-Walker conceptualized and scripted a series of 8 TV ads, incorporating Scott as the company spokesperson, along with two testimonials from Apple Customers. Once the spots were finished, we consulted with Scott about media buys and placement. By having 8 spots, apple was free to rotate them and take some of them off the air for a while, keeping the campaign fresh for a couple of years.

Media Magic set up three, ten hour days of  on-location shoots using a three person crew led by director of Photography, David Walker: one, at Apple’s Ashtabula headquarters for Scott’s green screen filming and b-roll shots of Apple employee training and miscellaneous other shots, and one day at each of the homes of Apple customers giving testimonials, to interview the clients and get more b-roll of Apple employees interacting with customers and working on the job.

The Result:

Apple received an uptick in sales and inquiries, following the airing of the 8 commercials. We were told that the commercials were received with a very positive response. The commercials were also incorporated into the company website and Apple’s YouTube channel. A couple of years later, they expanded their growing business into Geauga and Cuyahoga counties.

Apple Heating Website with Service video 1

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