SUPREME SECURITY by Advico Y&R Zurich for Supreme Security

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SUPREME SECURITY

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Philipp Skrabal
Creative Director Lars Blöchlinger
Art Director Björn Blöchlinger, Isabelle Hauser
Copywriter Andi Portmann
Typographer Annik Weber
Released November 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: SUPREME SECURITY
Product/Service: PRIVATE SECURITY COMPANY
Agency: ADVICO Y&R
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Chief Creative Officer: Markus Gut (Advico Y&R Switzerland)
Executive Creative Director: Philipp Skrabal (Advico Y&R Switzerland)
Creative Director: Lars Blöchlinger
Copywriter: Andi Portmann (Advico Y&R Switzerland)
Art Director: Isabelle Hauser (Advico Y&R Switzerland)
Art Director: Björn Blöchlinger
Typographer: Annik Weber (Advico Y&R Switzerland)
Account Manager: Daniela Britt (Advico Y&R Switzerland)
Media placement: Machined metal bars – 3 subjects - Baggage scanners at national and international airports - September 2009

Describe the brief/objective of the direct campaign.
Supreme Security is a private international company that offers various security services - up to and including access and baggage checks. In providing these services, Supreme Security continually needs specially trained personnel: specialists who normally conduct security checks at airports. The promotion is meant to target them.

Explain why the creative execution was relevant to the product or service.
The action is precisely tailored to the target audience: every person who looks into monitors at airport baggage scanners is a potential Supreme Security employee. The action enables these people to be approached directly at their place of work. The costs for the action are minimal: in the end only the hand luggage for the employees needs to be prepared, which involves no wasted expenditures. Other than that, only the cost-free medium of the baggage scanner itself is used. The job offer ensures continual attention: security check personnel regularly call their colleagues over to show them the amusing find on the monitor. Word-of-mouth enables Supreme Security to reach even more of the target audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
When making security checks, the airport workers really need to concentrate. We wanted to exploit their increased awareness to make them a job offer that appears over the baggage scanner. This is able to be done almost cost-free: many Supreme Security employees are constantly on route and are regularly checked by the target audience. Supreme Security equips these employees with metal bars that they take with them in their hand luggage. Machined into the metal bars is the written job offer that the security check person sees in the monitor of the baggage scanner.

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 action takes place continuously at national and international airports: somewhere metal bars are being smuggled through baggage scanners daily. In the end Supreme Security is able to fill open positions without a problem: With a budget under 5000 Swiss francs Supreme Security was able to recruit eight highly qualified employees in two months.