CHICAGO — Protection 1 has launched a new marketing campaign entitled #ProtectYourCookies with ESPN’s Mike & Mike that builds on last year’s successful promotional tour with the radio hosts.
The #ProtectYourCookies campaign includes television commercials, radio spots and social media advertising that will highlight some of the home defense capabilities of P1’s systems along with home automation features and video capabilities. Each ad will feature Mike Greenberg using his P1 system to bar his radio cohost Mike Golic’s ongoing attempts to steal cookies from Greenberg’s home.
“After working with Protection 1 the first time, we looked for ways to work together again, eventually landing on this concept of #ProtectYourCookies and it seemed like a great fit,” says Greenberg. “We even did the shoot at my house where we have Protection 1 installed to help us keep our home safe and secure.”
The latest marketing strategy builds on a six-month run with Mike & Mike in 2012 that generated a 100% lift in commercial brand awareness for the company. P1 also saw a 33% increase in consumer brand awareness and an 80% increase in search lead generation for its past marketing venture. In addition to last year’s Mike & Mike campaign, the firm added direct response advertising that resulted in lead flow increase of more than 30% year over year.
“There are so many elements of this partnership that are a perfect fit for what we want our customers and potential customers to understand about Protection 1,” says Jamie Haenggi, chief marketing and customer experience officer at P1. “With the Mike & Mike spots we’re able to bring out just enough of our fun side without losing view of the world-class protection we offer.”
As part of the campaign, Protection 1 will also sponsor the “Best Defensive Player” of the week, which will be showcased on Mike & Mike’s morning radio show.
“The ‘Best Defensive Player’ sponsorship speaks directly to what we do,” Haenggi says. “We are our customers’ best defensive player; we are there to protect your home and your business even when you’re not.”