TracyLocke Debuts Integrated Program for Schlage
TracyLocke has launched an integrated marketing campaign for the Schlage Link System, a product that uses wireless technology to allow consumers to monitor door locks and provide access remotely from any computer or mobile phone device with Internet access.
A major focus of the campaign, which began yesterday, is to offer ways for consumers to view product demonstrations.
One of those ways is through mobile phones. People using Web browsers on their mobiles will come across the Schlage ads at major Web sites such as Yahoo and MSN. Once clicked, the application opens to fill the screen to provide a demonstration. The application works as if the user already owned the service showing them how to unlock doors or adjust thermostat and lighting settings.
“The Schlage Link campaign delivers the simple message of freedom and security, without getting bogged down in the technical aspects of how the product works,” Bill Brunt, TracyLocke’s, director of client services and account team leader for Schlage, said.
The product is exclusively launching at Lowe’s, where product demonstrations, largely given by Schlage sales reps, begin June 5 and continue every weekend throughout June.
Door hangers will alert residents, primarily upscale households with families, near the Lowe’s locations in the test markets about the nearest locations for the product demonstrations. TracyLocke is handling the campaign, which carries the new tag line: “You’re home. Away from home.”
The campaign is running in four test markets—Austin, TX, Charlotte, NC, Charleston, NC, Tampa, FL—where it will be “tuned” prior to a national rollout in September.
Thirty-second TV spots began airing yesterday in the four markets, along with print ads and in store P-O-P materials. A key-word search campaign is also running on Google.
“We think TracyLocke captured the essence of the product in this campaign by demonstrating that home automation can be simple and direct, while also benefiting families on the go.” Dwight Gibson, general manager, Intelligent Residential Security, for Ingersoll Rand, the parent company of Schlage, said, in a release.
TracyLocke is retail-marketing agency that provides a wide variety of services including promotions, advertising, shopper marketing, digital services and strategic planning. It is part of Omnicom Group Inc.
