Monday, July 15, 2019

Award Spotlight: First Alert 2018 Campaigns

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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