How Vector Won the 2022 SAMMY Award for Best Display Advertisement

Vector Security got in the holiday spirit with its Christmas-themed Facebook ads, which resulted in nearly 1,800 leads.

There is no doubt the video doorbell has become one of the most requested elements of today’s home security systems. And the insidious “porch pirate” trend of stealing packages from front doorsteps gets even worse during the holiday season.

So, Vector Security, based in Warrendale, Pa., with locations serving the entire East Coast, wanted to highlight the need for video doorbells in a series of digital ads on Facebook with witty copy promoting a free camera offer as part of a home security package.

One of the ads shows the white-gloved hand of Santa Claus reaching to put a video doorbell with the simple copy, “Doorbells Ring… Are You Listening?” The ad also prominently promotes the offer with the word “free” in large type in the lower right corner. (Just try to read that ad without subsequently singing the song!)

Another Facebook ad shows a video doorbell with a background of green branches of a Christmas tree. The copy reads: “Free Doorbell Camera? Fir Sure.” The final series of ads again shows a video doorbell up close with a red-and-white striped candy cane background.

The ad copy simply states: FREE Doorbell Camera for New Customers.” So how did the ads perform? Well, let’s just say the Vector team was “very merry.” “The ads combine attention-grabbing design and witty copy,” says Art Miller, vice president of marketing at Vector Security. “These ads resulted in December being the highest month of the year for Vector Security Facebook Ads, driving nearly 1,800 leads.”

About the Author

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Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at jason.knott@emeraldexpo.com

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