How often do you think about door locks? If you’re like most people, the answer is once every seven or so years. So it’s not surprising that Schlage had a tough time staying in consumers’ minds.
Since partnering with Schlage, we attacked this problem with an ever-expanding body of memorable, targeted work—from strategic position and brand books to TV commercials, Tumblr sites and shareable web content.
In “Ex-Girlfriend,” the goal was to remind consumers that “strong” equals “safe,” which is worth a slightly higher price tag to most individuals (and definitely, to this guy).