Storage Wars: How a breakthrough insight and the use of an iconic brand image led to a huge turnaround for the storage company.
Insight
Public Storage experienced a 3.7% decline in new tenants, while existing tenants were moving out, fast. During difficult financial times, consumers started making space by throwing stuff away.
Our breakthrough insight: Storage wasn’t about “stuff.” Storage was about your stuff
Idea
We made it iokay for people to love their stuff.
We positioned Public Storage as the only place that recognizes its importance in our lives and convinced thousands to store that precious stuff behind the safety of Public Storage’s iconic orange door.