Cannes Lions

Out of Home

ÅKESTAM HOLST, Stockholm / SECTOR ALARM / 2019

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Overview

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Credits

Overview

Background

Sector Alarm is the runner up on the Swedish home alarm-market, and has with their #NoWorries concept a different take on home security, focusing on the non worrying effect of having a home alarm rather than using scare tactics as their competitors do.

December is the darkest month of the year in Sweden, and when many leave town to celebrate Christmas elsewhere, it becomes a holiday for burglars as well.

So for the Christmas campaign 2018 we wanted to take the concept to the next level – but our budget was limited, less than €20 000.

Idea

We decided to get as close to our target group as possible. By turning the actual house of an existing customer – located on a hill in one of the largest residential areas in Sweden – into a huge outdoor ad, we made our message become their neighbour. Literally.

When the family living in the house activated the alarm, two large neon sigs were lit, accompanied by more than 10 000 LED-lights. One large sign saying “We’re away for Christmas”, and a second one pointing at the entrance saying “Nobody home”.

An unorthodox Christmas decoration lightening up the neighborhood during the holidays with a clear message, promoting the non-worrying effect of being a customer of Sector Alarm. Right next door to our target group.

Strategy

The target audience of Sector Alarm is house owners in metropolitan areas. To reach them during one of the most advertising-intensive times of the year, with a very limited budget, we put our money where our mouth is.

Our approach was to make a new kind of testimonial by using the actual house of a customer of Sector Alarm. A large-scale testimonial right in the middle of suburbia stating an example of the non-worrying consequence of having a home alarm.

It went live during one of the darkest and most burglar intensive periods of the year, adding relevance to our message.

And since it’s located in Huddinge in Stockholm, one of Sweden’s largest residential areas making it a neighbour of thousands of potential customers, the placement of this next-door-outdoor ad couldn’t be any better.

Execution

The house turned billboard “went live” on December 19th, lightning up the home of a family already customers of Sector Alarm with more than 10 000 LED-lights and two large neon signs – one saying “We’re away for Christmas”, and a second pointing at the entrance saying “Nobody home”.

Since the house was located on a hill, it was seen from a very long distance, including the heavy trafficked highway nearby.

When the family left the house, locked the door and activated the alarm – the lights and signs were lit. And when they deactivated the alarm, they were switched off.

Outcome

Web traffic to sectoralarm.se increased with 126% during December 18th 2018 to January 31th 2019 compared to the same period previous year.

The house/billboard reached over 1.000.000 media impressions (population of Stockholm approx. 1 million) i, and became a local attraction during the holidays.

Not bad for one (1) outdoor ad.

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