On September 16, 2015, Enercare held a grand rebrand event at Exhibition Place in Toronto, ON. The company announced that it is unveiling the second phase of its rebranding efforts with the launch of its first-ever fully integrated mass media advertising campaign.
The event showcased a barbershop quartet, The Watch, whose voices mirrored the foundation of the campaign: that Enercare’s home protection plans will work in perfect ‘harmony’ with the equipment in the homes of customers.
“I really value companies that are Canadian-owned,” said Damian Warner, Canadian decathlete and Pan Am games gold medalist. Warner spoke at the event drawing parallels between representing Canada as an athlete and as a company. “It’s important to evaluate, modify and implement change,” he said.
John Macdonald, president and CEO, Enercare, said that 160 jobs have been created with the rebranding. “We have more than 1.2 million customers and approximately 1000 employees in Ontario, so while we’re a very large company, many people still don’t know who we are and the services we provide.”
As part of the campaign, the company has a 30-second television spot that shows a quartet of Enercare technicians servicing different heating, cooling and plumbing equipment in a home while singing an HVAC barbershop quartet song. The Watch sang this tune to conclude the event.
