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Creative Case Study – aico
The Brief:
Not all smoke alarms are made equal. By having one at home, you may think you’re doing enough. But doing just enough is not enough when it comes to the safety of your family. As a market leader, meeting the highest standards, Aico wanted to shake the public from their slumber without scaremongering.
Our Research & Insight team’s focus groups informed us that for Aico’s first ever B2C campaign, we must nudge consumers in the right direction without condescending or patronising.
The Thinking:
- Aico is the first line of defence.
- Aico should be the first name people think of for home safety.
- Let’s own first place, in the headspace, and the marketplace.
- Safety first. Aico first.
“Saftey first, Aico first”
The Answer:
If your home catches fire, you can’t go back and change your mind about the smoke alarm you bought. We made Aico the first name you think of when it comes to the safety and protection of your family. Simple, elegant, intelligent, and relevant. Our UK-wide campaign amplified the timeless power of a product shot and great headline on OOH, Social, Digital, Radio and London Underground.