Yale Highlights Irrational Security Measures in new Campaign by Valtech Radon

Apr. 03, 2024

Going all in on homemade traps to feel safe? This campaign suggests you try a Yale Smart Security Device instead. In their new concept ‘Security made Simple’ by creative agency Valtech Radon, the smart security company puts light on the unconventional solutions people take on to feel safe at home, even though there are much simpler – and smarter – solutions at hand.

Safety is a feeling and we try pretty much anything to make us feel safe. Unconventional things like going all in on homemade traps, leaving way too many lights on or getting rid of things entirely. In their new campaign, Yale highlights these unconventional methods and presents the solution to try a Yale Smart Security Device instead. The campaign features Yale’s smart ecosystem of security products including smart alarm, smart indoor and outdoor cameras, video doorbell and the Linus® Smart Lock L2.  

Angelique Charbonnier, Marketing Manager EMEIA at Yale said:

"I believe many people can relate to the unconventional methods we use to feel safe. With this campaign, we are emotionalising security in a unique and engaging way. Differentiating Yale from the category’s common messages with a memorable and relatable approach and bringing our vision of security made simple to life in the eyes of our customers."

 

Based on a global online survey investigating what kind of security measures people tend to use, even though they realize they might be unnecessary, the main campaign film displays some of the most commonly used irrational safety measures. The film features a range of people taking on security measures like homemade traps, turning on way too many lights or thinking about exchanging their cockapoo into a guard dog making up a humorous commercial. 

Marcus Pettersson, Lead Creative and Copywriter, at Valtech Radon said:

"Creating a commercial for a security company doesn't mean you have to be drop-dead serious about it. With this campaign, Yale really leans into actual people’s behaviors when it comes to security measures, making it much more relatable, but also very clear to the point on how smart security really makes a difference."

 

The campaign will be activated on META platforms as well as on Youtube, Google and through SEM in EMEIA