Burglar Alarm Case study FALSE ALARM - AN INDIVIDUALIZED FILM EXPERIENCE by RELATIONSHUSET GEKKO

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FALSE ALARM - AN INDIVIDUALIZED FILM EXPERIENCE

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Industry Business equipment & services
Media Case study
Market Denmark
Agency RELATIONSHUSET GEKKO
Art Director Niels Heilberg
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FALCK DANMARK
Product/Service: BURGLAR ALARM
Agency: RELATIONSHUSET GEKKO
Date of First Appearance: Mar 1 2010
Entrant Company: RELATIONSHUSET GEKKO, Copenhagen, DENMARK
Entry URL: http://staging.falsk-alarm.dk/
Partner: Jan Koehler (Relationshuset Gekko)
Creative Strategist/ copy writer: Thomas Rydahl (Relationshuset Gekko)
Art Director: Niels Heilberg (Relationshuset Gekko)
Account Manager: Ilse Kruse Soegaard (Relationshuset Gekko)
Marketing Director: Helene Egholm (Falck)
Project Manager: Lotte Philipp Genz (Falck)
Media placement: Post Card - Post Card Sent To All Falck Employees - 1. March 2010
Media placement: Banners - Google Network (YouTube), Affiliate, Major Media Sites - 1. March 2010
Media placement: YouTube Teaser Film - YouTube.com - 24. April 2010
Media placement: Campaign Website - www.falskalarm.dk (no longer active) - 1. March 2010
Media placement: PDF download - Individualized PDF generated after fulfilled online experience - 1. March 2010
Media placement: E-mails - Segmented e-mails to all respondents - 1. March 2010

Describe the brief/objective of the direct campaign.
Falck is the leading Danish provider of road assistance, health care and home safety services. Falck’s brief to the agency: “Create an innovative direct campaign, which boost general awareness of Falck’s solutions for alarms to private households and create new qualified sales leads to our telemarketing sales force”. Insights: Analyses show that the decision to buy a burglar alarm often occurs after having experienced a burglary - or if someone in your network has been burgled. Our strategy therefore became to involve the target group in a truly innovative and different interactive online experience, which was highly individualized.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To accelerate the buying decision, our strategy was to re-enact the burglar experience and expose the target group for this experience, bringing it as close to home as possible, literally. But without creating a scare campaign. At the centre of the campaign was an individualised movie, using the effects known from action films (suspense, music) as well as from documentaries, like the objective presenter, a well-known Danish television reporter. The film integrated use of Google maps, Facebook Connect and embedded individualized graphics. Online, real-time surveys were used to generate scenes according to the respondent’s choices.

Explain why the creative execution was relevant to the product or service.
The online experience starts with a short trailer, then you answer demographic + profiling questions and use Facebook-connect. You then see a burglary performed in your ”own home” where the scenes differ according to the individual respondent’s answers. Finally you are rewarded with an individualized PDF-download option “Your Home Safety Guide” as well as a call to action: Read more, contact Falck, share by e-mail or Facebook. This creative solution personifies the campaign message and brings it, literally, as close to home as possible. The rational need for a home alarm is recognized through the emotional impact.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The client got +23.000 qualified leads with telemarketing permission. These were sorted into red-hot or hot leads based on their answers during the online experience. Lukewarm or cold leads got targeted e-mail follow-up. The unique campaign approach resulted in PR in local media worth + 1 mill. DDK. The campaign site had more than 172.684 visitors and 58 % completed the experience from start to end, spending in average almost 7 minutes (!) on the site. 29 % downloaded the 17-page individualized safety-guide. The viral effect was strong: 19 % of all participants were generated form not-paid or not-Falck media.