New York’s leading storage company celebrates 40 years with new buzzworthy marketing campaign
Manhattan Mini Storage, New York’s first and most trusted self-storage company, is thinking outside the (storage) box with the launch of its new campaign: “Mini storage. Maximum you.”
To celebrate life in the big city, along with its 40th anniversary, the iconic storage company is adding quirky customer narratives to its history of eccentric advertisements. Rooted in engaging storytelling, the new campaign comes to life through two creative expressions – the debut of the brand’s first spokesperson, the Storage Guru, and “Manhattan Mini Stories” – a series of short films showcasing storage experiences of real customers, as interpreted by a cast of New York performers. The campaign was developed and produced in partnership with creative agency, Concept Farm, New York.
Uncluttering his mind, and his tiny West Village studio, decades ago, the Storage Guru offers sage advice to help hurried Manhattanites unpack their baggage and achieve storage nirvana. Pushing boundaries with sharp political commentary, a refined outfit selection, and a mystical spiritual journey, the Guru grabs the attention of city dwellers everywhere to continue his mission: pointing New Yorkers towards the path of enlightenment by freeing themselves from stress and clutter to fully maximize life in the Big Apple, all thanks to Manhattan Mini Storage.
“Manhattan Mini Storage has always embraced and highlighted real customer experiences through our advertising campaigns in unconventional and entertaining ways,” said Jon Dario, President of Manhattan Mini Storage. “With ‘Mini storage. Maximum you,’ we underscore that tradition with impactful content designed to resonate with New Yorkers – and our business continues to reflect that same understanding and sensibility with services catering to the unique needs of local residents.”
Spotlighting current customer stories, “Manhattan Mini Stories” brings quintessential New York experiences to life in a dramatic way with the help of local performance artists. With nearly one million customers storing a wide variety of business and personal belongings at Manhattan Mini Storage since its founding in 1978, the brand is highlighting four customer stories to show the heights and dreams achieved by listening to the Storage Guru — and with a little help from their storage unit.
Barbara, a fashionista whose added hanger space frees her from NYC apartment hang-ups, as sung by internationally-renowned drag queen Alexis Michelle in “Storin’ Alive.”
Doughnuttery founders, the Feldman Family, who sustain their New York mini doughnut shop locations and mouthwatering recipes with mini storage solutions, as narrated by Advocate of Words, a spoken word artist from the Nuyorican Poets Cafe in “Oh Sweet Storage.”
Andrew, a newlywed, retail entrepreneur, and owner of Curated Basics, who finds a home for his custom clothing, as re-enacted by Shakespeare in the Square in “Much Ado About Storage.”
Nahabed and Jaime, whose epic “Super Storage,” tells of transitioning a lifelong comic book collection, as pantomimed by Broken Box Mime Theater.
“Manhattan Mini Storage has been a part of the fabric of New York for 40 years, and we’re excited to further evolve our heritage of breakthrough advertising with these new narratives,” said Jason Morros, head of integrated marketing for Edison Properties, the parent company of Manhattan Mini Storage. “Perhaps no other brand could bring together this diverse set of performers, and a Guru, to demonstrate industry expertise and leadership while showcasing how neighborhood storage can help maximize life in New York – the very gist of what this integrated campaign is all about.”
Manhattan Mini Storage strives to be a part of New Yorkers’ lives with de-cluttering solutions for all major milestones— whether their first apartment in the big city, supporting their own entrepreneurial dreams, or getting married and starting a family. The “Mini storage. Maximum you.” campaign highlights the ability to move freely in a city where everything seems transitory and find liberation from New York neurosis, clutter, and baggage (both emotional and physical). For more Manhattan Mini Stories and insights from the Storage Guru, follow Manhattan Mini Storage social channels or learn more online at manhattanministorage.com.