Santec Film, Digital, DM The Check-In Thief by Serviceplan Munich

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The Check-In Thief

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Industry Computers & Computer Accessories, Household maintenance & pet products, Alarms & Locks
Media Film, Digital, Interactive & Mobile, Direct marketing
Market Germany
Agency Serviceplan Munich
Creative Director Marc Vosshall, Till Diestel Serviceplan
Released March 2012

Awards

Cristal Awards 2012
Consumer Marketing Cristal SOCIAL NETWORK CLIENT RELATIONSHIPS SAPPHIRE (SILVER)

Credits & Description

Advertiser: SANYO VIDEO VERTRIEB
Product/Service: SANTEC VIDEO SECURITY
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Friedrich Von Zitzewitz (Serviceplan)
Creative Director: Till Diestel (Serviceplan)
Creative Director: Marc Vosshall (Serviceplan)
Media placement: Microsite, Social Media - Twitter, Facebook - 28 March 2012
Describe the brief/objective of the direct campaign.
The client: Santec Security Systems, a company specialising in video security cameras. The aim was to create a campaign that reaches new customers and shows the advantages of video security systems in a surprising and entertaining way. The strategy was to show how risky new media such as Facebook, Twitter and other social media platforms can be and that Santec Security Systems are always the best solution for households.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a thief called Igor Pavic, who became a fan of celebrities over Twitter and Facebook. As soon as one of them made a new post stating he or she was not at home, our thief pretended to rob their home. He comment on their post and left a little thank-you message with a link to his microsite. On the microsite he posted a photo of himself in front of celebrities homes. On the microsite we made it clear that with Santec Security Systems your home would have been safe, even when you are not at home. We did not only approach the celebrities, but also all their countless followers.
Explain why the creative execution was relevant to the product or service.
The truth is: A lot of people use social media to tell their friends and followers where they are. The risk of that: If you tell the people where you are, you also tell them where you are not: at your home. Therefore thieves have a good opportunity to break in. Santec Security Sytems is the perfect client to use this fact to advertise their own products.
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.
We have reached dozens of celebrities and all their fans and followers. During the time we ran the campaign the visits of the Santec Security Systems Website raised by 25%. All without even spending one cent in media budget.