Published: February 01, 2024
by
Marguerite Cotter
Campaign heroes PhoneWatch as the Alarm Burglars fear
PhoneWatch, Irelands' leading provider of monitored home security systems, is thrilled to announce the launch of its new advertising campaign. The campaign, titled "Burglar Bootcamp,'' was developed in partnership with our creative agency Boys + Girls and is inspired by the fact that PhoneWatch alarm protected houses are 4 times less likely to be burgled. The campaign brings to life a fictitious 'Burglar Bootcamp' where would-be burglars are taught to avoid PhoneWatch protected houses above all else thanks to their burglary alarm systems.
Eschewing traditional scaremongering associated with the category, this distinctive campaign instead showcases PhoneWatch's market leading 15 second response time as the key reason for purchasers to feel safe and for would-be burglars to avoid PhoneWatch protected houses at all costs.
The campaign leads with a 30" Digital AV, directed by BAFTA winning Director Chris Cottam, supported by a suite of 15" Product Centric content created by Circle Content and with stills Photography by multi-award winning Liam Murphy.
Elaine Byrne, Brand & Advertising Manager at PhoneWatch comments ''As Ireland's leading provider of Home Security Systems, with a market leading response time, PhoneWatch wanted to create a communications campaign that would lead the market, not follow it. We were also keen to create a campaign with charm and humour, allowing us to build a more tangible emotional link with our audiences.
Boys + Girls idea of dramatising the benefits of PhoneWatch from the Burglar's perspective was strategically differentiating leading to the truly distinctive Burglar Bootcamp idea. The entire campaign has been designed to work in every channel along the sales funnel and with longevity in mind''.
The campaign launched on national radio on January 29th and will run across multiple digital and offline channels for the month of February and in subsequent campaign bursts throughout 2024. Watch the video below or on Youtube: