The 7:12 call · HVAC campaign
A demonstration campaign for a fictional Colorado HVAC company: one sharp angle, three Meta creatives, and a matched landing page.
The brief
Drayton Comfort Co. is a fictional Fort Collins HVAC company, invented for this demonstration. The brief we set ourselves: pick one angle an owner feels in his gut and carry it through brand, ads, and landing page. We chose the after-hours missed-call leak, the 7:12pm Saturday furnace-out call that rings an empty office and belongs to the next company on the list by 7:14.
The approach
- A trade-credible mini-brand built fresh for the fictional client, three colors deep: furnace navy, ember orange, cold-snap steel. Deliberately not our own palette.
- Three creatives across three proven angles: a problem-agitate scene built on a named minute, a social-proof carousel that quotes the shape of a one-star review without inventing one, and an offer-led closer that tells the owner to call his own business after 6pm tonight. Each hook won a tournament of ten.
- A landing page hero message-matched to the lead creative, so the ad's promise and the page's first line agree word for word.
- Claims discipline throughout: the only external figure is verified call-tracking data showing 27% of home-services calls go unanswered and under 3% of callers sent to voicemail leave a message (Invoca, 2024).
The result
- Six frames of coded composition with no generated imagery and no invented testimonials or performance numbers. Results language appears only as the measurement promise the campaign itself makes: every dollar tracked to a booked job.
- Pointed at a real business, the same build starts with the owner's named leak and ends with a phone that gets answered at 7pm on a Saturday.
The artifact
See the real thing
Every page below is the real render. Click any spread to view it full size.
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