AC Club HVAC Membership Explainer Video

Replacing an air conditioner can mean the $10,000 sticker shock this film names, and AC Club built its offer around skipping it. A membership starting at $79 a month with no money down covers a new high-efficiency AC and heating system plus installation, maintenance, repairs and air filters, so this 71-second 2D explainer has to make a subscription for a furnace feel ordinary to homeowners.

An AC Club truck arrives to install the new system. A breakdown chart lists the costs of traditional HVAC ownership (equipment, installation, repairs, maintenance and air filters) and shows them cut down through technology, operational efficiency and bulk buying power. Twelve months then line up as a low monthly membership in place of $10,000 sticker shock, maintenance and surprise breakdowns. The last section covers 24/7 system health monitoring, with a technician at a console catching small issues before they become costly.

On the Motion Giraffx side, the deciding move was to draw the calendar. Setting January through December side by side turns a one-time purchase into twelve equal payments a homeowner can see, which is what a membership model asks people to believe.

Pricing models are hard to film and easy to draw. If your offer is a new way to pay for something familiar, 2D animation gives us room to lay the math out in plain sight.