Vega Awards Gold Winner Winner

2024

Action 24 Silly Ways to Be Safe

Entrant Company

Granite

Category

Digital Marketing (Campaign) - Integrated Campaign

Client's Name

Action 24

Country / Region

Ireland

With Action24’s "Silly Ways to Keep Your Home Safe" campaign, we transformed the home security marketing playbook, shifting from traditional fear-based tactics to a strategy infused with humour and creativity. By turning the conventional security messaging on its head, Action24 set itself apart in a market saturated with sombre warnings and scare tactics.

This innovative campaign leveraged the popularity of Fifi the Chihuahua, the beloved brand mascot, to challenge outdated security tips often touted by competitors with a humorous twist. With custom animated characters and a catchy jingle, the campaign playfully reminded audiences they don’t need to rely on typical security tips like leaving lights on or trimming hedges to scare off burglars if they’ve got an Action24 Smart Alarm. Introducing some whimsical, exaggerated home safety methods helped drive home that core message while delighting audiences with a refreshingly entertaining approach to an unglamorous purchase.

After launching across multiple media channels, including YouTube, TikTok, radio, and out-of-home advertising, The results were nothing short of spectacular!

The campaign quickly became a viral sensation, leading to a staggering 8 million digital impressions and significant radio outreach. Our engaging and distinctive approach contributed to a remarkable 194% surge in sales, marking it as one of the most successful sales periods in the company's history. Furthermore, it achieved an impressive 63% reduction in cost per click and a 47% decrease in CPM, demonstrating not only widespread appeal but also exceptional market efficiency.

By redefining how home security is presented, this campaign has shown that humour can be a powerful tool in engaging customers and reshaping perceptions. The "Silly Ways to Keep Your Home Safe" campaign entertained and positioned Action24 as a pioneer of fun, family-focused security solutions. This strategic pivot not only enhanced brand visibility but also proved that in the realm of home security, it can be smart to be a bit silly!

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