Aaron's Brand Campaign (2010 - 2013)

The advertising campaign for Aaron's is thought-provoking, emotional, and fun, built around a key customer insight: 'The Pride of Ownership'. This new brand position has successfully elevated brand perception KPIs. The campaign emphasizes that ownership is a good feeling, particularly for individuals who are cash or credit deprived and often turned away by other companies. These advertisements highlight the emotional and practical benefits of ownership, reinforcing 'The Pride of Ownership'. Additionally, the initiative has sparked a renewed sense of pride among employees, leadership, and franchise principals.