Rent-A-Center launches “Worry-Free” ad campaign
Rent-A-Center invites consumers to experience the “Worry-Free Life” in the company’s new advertising campaign featuring Dabney Coleman. The 30- and 15-second television and radio spots highlight Rent-A-Center’s exclusive Worry-Free Guarantee—a suite of benefits, which includes delivery, set-up and service at no extra charge; matching any rent-to-own competitor’s price; no credit checks; and a money-back satisfaction guarantee.
Dallas advertising agency Launch created the package for the general market, as well as broadcast for the Spanish-speaking audience by Co. Jones. The spots began airing the week of January 28.
Celebrity Dabney Coleman returns for a third year as the voice-over for Rent-A-Center’s general market spots, pondering the question, “What if everything in life came with a Worry-Free Guarantee?”
In a series of humorous vignettes, Worry-Free buttons representing the guarantee are attached to everyday anxiety-inducers such as newborn babies, student drivers and a daughter’s first prom. The Worry-Free buttons also appear later in the spots, attached to Rent-A-Center’s new, brand-name appliances, electronics, furniture and computers.
“It’s important to us that our consumers feel 100 percent comfortable and confident when they do business with Rent-A-Center,” says Ann Davids, Rent-A-Center chief marketing officer. “Our Worry-Free Guarantee is a huge competitive point of difference and the value it provides ranks at the top of our customers’ most-wanted list. “
The Worry-Free Guarantee, along with Rent-A-Center’s trademark humor, also appears in the company’s Hispanic campaign. The spots reflect a cultural phenomenon in the Hispanic community: a video “tour” that proudly shows off the house and treasured possessions to family and friends back home. Created with a decidedly YouTube-like feel, the hand-held camera captures the essence of these homemade videos, featuring family members and their new Rent-A-Center merchandise.
“We understand and respect the family link that is very important to most of our customers,” says Davids, “which is why we feel it’s critical to have a dedicated campaign that focuses on their lifestyle and needs.”
The integrated campaign, created by Rent-A-Center Marketing Alliance partners Launch Agency (www.launchagency.com); RAZOR (www.razordriven.com); and Hispanic specialist Co. Jones (www.co-jones.com) includes radio, print, Web and in-store marketing. OMD Chicago (omd.com) plans and places the broadcast media. RAZOR has been the top APRO advertising award winner for the past two years.
Headquartered in Plano, Texas, Rent-A-Center currently operates more than 3,000 company-owned rent-to-own stores in 50 states, Washington, D.C., Puerto Rico and Canada. The stores offer high-quality, durable home furnishings to consumers under flexible rental-purchase agreements that generally allow customers to own the merchandise at the conclusion of an agreed-upon rental period. For more information about Rent-A-Center, see www.rentacenter.com.
The new TV spots are available online at:
http://www.youtube.com/watch?v=TV1y01GERsM
http://www.youtube.com/watch?v=9YSNVg4TNAk
http://www.youtube.com/watch?v=Nl7cSQh5ehA
http://www.youtube.com/watch?v=pqBVduDtxc8