With all the fun options available, 'auto security' is the last thing anyone thinks about in the car buying process. Unfortunately car salesmen often neglect LoJack in favor of more profitable features.

To jumpstart awareness and sales of LoJack, the media team recognized the need to pre-sell LoJack before the potential buyer entered the dealership. In other words, 'Infiltrate' The Car Buying Process by surrounding our target with LoJack messaging as he/she was making a new car purchase decision. Radio is the perfect medium to talk to our target in their cars, where the product lives.