Protek Promo, Case study EXTREME SURVEILLANCE CONDITIONS by Havas Worldwide Tunisia

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Industry Household maintenance & pet products, Alarms & Locks
Media Promo & PR, Case study
Market Tunisia
Agency Havas Worldwide Tunisia
Producer Oussama Labidi
Photographer Mehdi Klibi
Released April 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: PROTEK
Date of First Appearance: Apr 30 2011
Entrant Company: HAVAS, Tunis, TUNISIA
Entry URL:
Creative director: Christophe Muesser (Havas Tunisie)
Photographer: Mehdi Klibi (Havas Tunisie)
Producer: Oussama Labidi (Havas Tunisie)
Artistic Director: Nizar Maalej (Havas Tunisie)
Artistic Director: Mehdi Klibi (Havas Tunisie)
Artistic Director: Nelly Bachon (Havas Tunisie)
Media placement: Outdoor 4x3 - Bien Vu - 30 Avril 2011

Insights, Strategy & the Idea
• What were the business, marketing and communications objectives that lay behind the case :

Raise awareness of Protek video monitoring services for Villas and residences.

• Describe the target audience and their relationship with the brand:

Wealthy people living in Tunis residential area. Those people (business men) might know about Protek and use its services for their companies but not for their properties.

• Explain the unique insight that shaped the idea:

I would not let my precious objects in public places without surveillance.

• How was it relevant to both the client and the target audience:

Protek used the service they wanted to promote (Video monitoring).

The target audience seen how their belonging/properties could be protected by Protek.

Creative Execution
• What was the creative strategic solution?

Placing precious objects (Guitare, Painting, Chineese vase belonging to Protek customers) on outdoor but under the monitoring of Protek via cameras.

The cameras were connected to Protek Watch centre and ground team.

• Describe the different channel(s) and how they worked together to maximise the campaign:

Only very targeted outdoor in residential area were used

The campaign created a buzz on social network.

Results and Effectiveness
• What happened as a result of the communication activity?

80% of the people living in the area (target audience) noticed the outdoor and the brand Protek (sample of 100 people).

The campaign created a buzz on social media (photos and comments about the campaign).

• How did the communication achieve the goals and influence business outcomes?

Protek web site visits increased by 50% in the period of the campaign with demands of informations for Protek video monitoring service.

• Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

No figures and research available yet.