Late last year Crimsafe appointed BCM to develop a future brand strategy and marketing communications program for the business. A new brand positioning, which is spearheaded by a TV campaign, goes to air this week.
This emotive layer of the program focuses on personal safety and challenges consumers to consider the consequences of settling for inferior products, and clearly demonstrates that not all security screens on the market deliver the safety that Crimsafe products do.
It simply asks the question, “When will you regret not insisting on Crimsafe?”
“The new TV campaign ‘Regret’ is the first of a new marketing communications program that will be rolled out over the coming year,” BCM managing director Paul Cornwell said.
“We will continue to leverage the equity in Crimsafe’s positioning line ‘If it’s not Crimsafe, it’s not crim safe’ while introducing a level of emotion that is not common in this sector.”
Crimsafe’s marketing manager, Ann Robins added “We’re excited to be launching this first component of a new, fully integrated brand and sales driving program for the business.”
Brisbane independent agency, BCM, is Crimsafe’s full service agency responsible for strategy, creative, digital, social and media planning/buying.