Challenges and Objectives
SimpliSafe is a smart home security brand, set up over 10 years ago in the US and is on a mission to make every home secure. The challenge was to launch an established US brand into a new market, the UK. It needed to create brand awareness amongst homeowners in order to compete with other brands in market. A key objective was to generate leads in order to convert sales.
Idea & Implementation
Using a combination of peak and off peak programming across the ITV North region gave the brand the most comprehensive access to the target demo. SimpliSafe advertised around ITV dramas including new commission ‘Confession’, as well as long standing performers Coronation Street and Emmerdale. Coverage of the Rugby World Cup drove strong levels of upmarket audiences across the Autumn. ITV North would be a test region to see the effectiveness through TV region uplifts.
To extend reach further, SimpliSafe ran a campaign on ITV Hub alongside TV spot activity.
Targetting Strategy and Results
ITV North campaign, supported by ITV Hub
ITV Trading Audience Bought
Total of 130 spots across 4 weeks
Reaching 3.7m ABC1 Adults
OTS = 8.3
Campaign > £100k
47.2% Sessions to website increased by 47.2%
63.2% Leads increased by 63.2%
153% Returning customer traffic was up 153% versus the same period pre TV, along with new customers being up 28% versus the same period.
The ITV Business for All offering allowed us to launch the brand to the UK market with a budget that allowed us to achieve reach and spots that we would not have achieved for such a long period without the support from ITV. It also meant that going into the key peak period of trading we had generated a large base of leads that could then be converted at a later date. This has now given us the confidence and insight to scale up nationally in 2020Andrew Thompson, UK Head of Brand Marketing, SimpliSafe