Unlucky Burglar

By November 11, 2016CPI Security, portfolio

Home security systems have always been sold on the basis of fear. This pile-on, me-too sales and marketing strategy leads to communications and brands that interchangeable. This brand fungibility is okay for national players with money to burn on traditional media campaigns. For a rapidly growing, privately held regional company for whom cash flow is always an issue, this approach simply wasn’t working. We found a humorous way to attract customers that explained the truth that hides behind crime statistics and anecdotes.

Patrick

Author Patrick

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