First Alert, the most trusted brand in home safety, had a
banner year in 2018. Celebrating its 60th jubilee, increasing its involvement
in community risk reduction efforts and launching a new smart home product all warranted
comprehensive, award-winning campaigns!
The “60 Years of Firsts” campaign highlighted the ways First
Alert has launched innovations since its founding. To amplify outreach with
local fire departments, LCWA launched the "60
Years of Thank Yous” donation sweepstakes. Sixty departments were
randomly chosen to receive either 60 smoke alarms or 60 carbon monoxide (CO) alarms.
Additional campaign elements included firefighter brand
ambassadors and local community sponsorships. Overall, the campaign
garnered more than 286.2 million
impressions, and the sweepstakes earned more than 700 entries!
First Alert and LCWA partnered with two reputable and
well-known fire safety organizations – Campus Firewatch and the Michael H.
Minger Foundation – to coordinate the “Town/Gown
Community Service Project” campaign. This project promoted fire safety
education and collaboration between students, fire departments, universities
and their surrounding communities. Through an application process, 25 fire
departments were selected to receive 100 smoke or CO alarms for community
outreach with college students in their respective communities. In addition to
national outreach, LCWA coordinated with departments for local media outreach
for each initiative, earning more than
97.2 million impressions and installing
2,500 alarms in at-risk homes.
In addition to community outreach, First Alert launched its latest
innovation in 2018: a 3-in-1 smoke and CO alarm with a premium speaker and
built-in Amazon Alexa, dubbed the Onelink Safe & Sound. LCWA and First
Alert debuted the product at CES 2018 to key tech media, including Digital
Trends and The
Verge. Before the official
launch in May, LCWA secured several one-on-one interviews with top
consumer and tech media, including Gearbrain,
Gizmodo
and Good Housekeeping. The Onelink Safe & Sound’s key features were amplified
with a strategic influencer program and celebrity endorsements, including a
celebrity-gifting suite. Finally, LCWA researched and submitted the alarm for
consideration to several editorial and product award programs, earning seven
awards including the Good Housekeeping 2018 Lab Pick and the GOOD DESIGN Award.
Overall, the Onelink Safe & Sound launch resulted in more than 2.1 billion impressions!
First Alert won a
Golden Trumpet from the PCC in the Marketing Category and a Skyline Award from
PRSA Chicago in the Marketing – Consumer Products, Packaged Goods category for
the “Onelink Safe & Sound Launch.” The “Town/Gown Community Service
Project” won a Skyline Award from PRSA Chicago in the Most Effective Corporate
Social Responsibility Campaign and a Silver Trumpet from the PCC in the
Corporate Social Responsibility category. First Alert won a Skyline Award in
the in Events & Observances, Businesses – Products Category from PRSA
Chicago for its “60 Years of Firsts” campaign and a Silver Trumpet from the
Publicity Club of Chicago (PCC) in the Special Events category.
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