Cannes Lions
RED LION SWITZERLAND, Zurich / ANLIKER ALARM / 2014
Awards:
Overview
Entries
Credits
Execution
Following our central insight we wanted to make the bad things that can happen to you tangible and real. We achieved this by letting users 'witness' such a bad thing: a burglary. On selected billboards we left the maintenance window open after installing our poster.
In combination with our visual – a burglar that’s just about to exit his latest crime scene – the set up let people experience a brief moment of shock, thinking they’re witnessing an actual crime.
Outcome
The effectiveness of the billboards was significantly increased by adding the third dimension. After the first 'shock' of witnessing a crime first hand, people started to embrace the idea and even take pictures themselves. The traffic on the client’s website showed a clear increase that in turn also led to an increase in specific inquiries.
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