Our research showed that people often relied on homemade forms of protection as if they were safe enough for home purposes. Our idea was to break that view, by playing with some old clichés of personal protection. Easily-removable stickers of locks and crossbars were placed on doors of various residences and small businesses around the city. As our prospects would get home or arrive at their working places, they could see the stickers and easily break these "locks" just by opening the door. This would show them how unprotected they really were compared to modern security systems. A contact number was provided on that sticker.

The campaign has increased 20% the number of contacts for home security systems, and it has brought a 4% return on actual new clients.