The campaign was inspired by the agency’s visit to Rug Doctor’s real research and development facility in Fenton, Mo. where a team of dedicated chemists and engineers push the boundaries of cleaning technology. The DOC (aka Director of Clean) serves as the earnest spokesperson who takes a not-so-serious approach to educating people on how filthy their carpet and rugs are while explaining Rug Doctor’s serious obsession with cleaning.
LOOMIS even coined a new Urban Dictionary term as part of the campaign, disgustifaction – the feeling of utter disgust combined with total satisfaction, to describe the feeling people have after deep cleaning with a Rug Doctor when they pour out the machine’s dirty water tank and see the dirt and grime that has been extracted from their carpeting.
Rug Doctor hired Dallas-based LOOMIS in 2015 for the agency’s extensive experience in building creative brand campaigns and knowledge of the carpet cleaning business from their past work with Stanley Steemer. Rug Doctor said results of the campaign, which launched in April of last year, have shown an increased affinity for the brand, and more importantly, driven more people to clean their carpets with Rug Doctor.
“What I love about our Rug Doctor Institute of Clean campaign is that it was inspired by a real place,” said Jim Green, LOOMIS Creative Director. “Rug Doctor’s R&D lab runs all sorts of interesting tests and experiments. During our first visit, we knew there was an interesting story to tell. We just took it to the next level. They are an incredible client to work with.”
“Rug Doctor partnered with LOOMIS to create a campaign that would help energize the brand and be relevant for years to come,” said Jan Valentic, Rug Doctor’s Chief Marketing Officer. “Our Doc leads a magical place where we torture our products with what life throws our way – like birthday parties run amok, catastrophes that only a room full of felines can imagine, and stains that would make most people shriek. It’s not only a terrific idea that is leveraged across all consumer touchpoints, but it is working to drive business results. A great partnership, indeed.”
Watch the first spot from the “Institute of Clean” campaign:
With original music from Luminous Sound, the fully integrated campaign includes TV, Radio, Digital/Social and In-Store materials.
The LOOMIS Agency’s last campaign for Rug Doctor “Do It Once A Year” earned two Davey Awards and bolstered the LOOMIS win for Ad Age’s Small Agency of the Year Silver, Southwest.