• by Les Luchter , December 1, 2023

A superhero type drives his cool car through a tunnel and texts someone named “Alfred” that he’s coming in. Alfred turns out to be the guy’s son, who uses an app to open the family’s garage door. “How many times have I told you?” implores the boy to his dad in their kitchen, “Just download the app.”

So goes a :30 spot for myQ, an app from Chamberlain Group that will open garage doors from anywhere. Chamberlain also markets LiftMaster and Chamberlain garage doors.

The spot is part of a national campaign from the Woo Agency that’s running through year’s end. Called “Just Download,” the campaign includes linear TV, streaming, social and digital.

Turns out that if you installed one of the company’s garage doors within the past decade or so -- or bought a new house during that time period -- your garage door is already smart and compatible with myQ, says Jon Lee, Chamberlain Group’s vice president experience design & creative, 

The challenge for Chamberlain is that lots of people don’t know they have the capability to replace line-of-sight clickers with a myQ smart app that can open the doors from anywhere. “Lots of people” in fact, totaled a huge 37 million last year, when Chamberlain ran an earlier campaign called “Just Look Up” (from the Schafer Condon Carter agency).

Since that campaign, millions more people have installed garage doors with integrated myQ technology, Lee tells Marketing Daily, and a new Compatibility Checker within the myQ app “uses artificial intelligence and machine learning to give homeowners a clear indication about their garage’s smart capabilities in a matter of seconds. And, if their garage doesn’t have smart capabilities, the app will guide them through the steps to make it smart.”

The “Just Download” target audience, Lee says, is both males and females, with household incomes of $150,000 or more, living in single family homes.

To reach them, myQ is using networks and streamers such as HGTV, Food Network, Bravo, Magnolia, TBS, Fox News, NewsNation, The CW and Tubi, and such specific programs as CBS’ “The Price is Right” and “48 Hours,” ESPN’s “Monday Night Football” and the syndicated “TMZ” and “Access Hollywood.”

Icon Media handles the linear media buying, with Ringer handling the digital/social buy.