The challenge was to highlight the product in a market where consumers consider all products very similar, without any big differentials.

We wanted to show the reliability of the Ultra lock, so we thought the best way was to use the product itself so consumers could prove its quality while interacting with it. This gave them a new sampling experience and added value to the lock’s attributes at points-of-sale. Besides that, a QR Code took the consumers to Ultra Lock's website, where they could interact with the product's information. The poster campaign suggests that the lock’s quality is so high that it can be used to hold highly confidential information, an innovative and unexpected approach to sell security. We merged two pieces of marketing tools, a traditional poster and an in-store product display, maximizing production and placement investments.

The campaign was extremely successful in the point of sale and increased the sales and recall of the Ultra Lock, which became one of the great successes of Coimbra.