The moving industry is a hyper-competitive and saturated market in which consumers typically select a vendor based on price and Yelp reviews. To stand out from the medley of generic competitors, we built a premium, modern, and rebellious brand that uses edgy humor to grab attention and speak to universal complaints about the difficulty of moving. Our challenge was immense, as few industries are as staid as moving. So our goal was to disrupt, shock, and capture attention quickly and charismatically. To do so, we sought to move people with humor, positioning ourselves as the attitude to stressful moving by using culturally-savvy branding, copywriting, and outdoor campaigns to grab consumers’ attention and hold on for dear life until consumers laugh, chuckle, or at least smirk. Honestly, consumers better at least smirk. Because if they don’t smirk, and all our efforts were wasted, we’re going to be really petty. And we just want you to know that we, like, really want them to at least smirk. So consumers, just smirk, alright. Thank you.
Through a series of campaigns, we poked fun at just how much moving sucks by lightheartedly highlighting things one could do instead of moving themselves. Because you may or may not have better things to do with your time than moving. Furthermore, we used as our foil, not other moving companies, but the instinct many people have of asking their friends to move for them. Because, after all, friends don’t let friends move for them. That’s a job for Proz. Finally, we developed a series of curated packages and experiences for consumers while Moving Proz moves them, like the Self Care Package in which local spas offer discounted services, or the Pet Package, which includes pet CBD and grooming services.