Big Yellow Self Storage launched the ‘Get some space in your life’ campaign in April 2007. The award-winning TV commercial – ‘Tide’ – successfully built brand awareness and got people into Big Yellow stores.
The challenge was to change the language of the marketplace to move away from a functional product in order to reflect the genuine end benefit to consumers. The big idea – ‘Your Space Partner’ – gave the brand a ‘life management’ role, making storage not just about your ‘stuff’, but about your life. This was then translated into an endline which had a strong call-to-action – ‘Get some space in your life’.
The big idea was bought to life from the inside of the organisation out, starting internally through the creation of a new company manifesto and a staff launch day. This was followed by the distribution of branded goods to staff and customers e.g. wall planners, memory sticks, mugs and stationary. The idea was then rolled out in store across POS, packaging and brochures. Consumer comms went through the line with TV, press, radio, home movers DM, directory ads, a student promotion and digital executions including a ‘making of the TV ad’ video on YouTube.
All comms consistently expressed the brand’s distinct look and personality, working together as a united force rather than independently as isolated executions. ‘Your Space Partner’ continues to be fundamental to the development of every creative idea, including the current press advertising campaign.