Developing a highly engaging personality in a traditionally low interest category.

Approach

Self-storage is typically a low interest category and, often times, a distress purchase. We knew rational functionality would be ignored if it wasn’t conveyed in an engaging way. Concept Farm conceived and executed a new brand ambassador, the Storage Guru, an authority on all things storage, who takes the high ground with humor, wit and lightness. And, in true New York fashion, is not afraid to speak his mind. He helps New Yorkers achieve “Storage Nirvana.”