2012 Winners & Shortlists

Results and Effectiveness

The results were immediate. In fact, most of the potential customers in the neighbourhood have seen the campaign and they spread very positive word of mouth on Protek’s efficiency. The company sold 20% more video monitoring systems in these areas in a few weeks only. According to Google Insights, in only 2 weeks between May 22nd and 28th, 2011, there was a peak in the search term Protek with an index value reaching 100%. The campaign has made a great Internet and PR buzz via Blogs and Social Network making the Protek brand extremely visible and well know (More than 40 sites and blogs from all over the world) http://www.minutebuzz.com/2011/06/16/des-affiches-sous-haute-surveillance/ http://www.paper-plane.fr/2011/06/affichage-surveille/ http://helloyoucreatives.com/post/6552664291/fantastic-campaign-for-a-secruity-company-simple http://www.trendhunter.com/trends/protek-surveillance http://blog.moov-up.fr/surveillance-protek/ http://halfanhour.tv/wordpress/2011/06/protek-tunisie-case/ http://pubelle.blogspot.com/2011/05/catch-me-if-you-can.html

Creative Execution

THE IDEA : We came up with the idea to use only 4X3 outdoor in residential areas of the capital, Tunis. Districts where most of Protek potential customers have their villas. The idea was not only a good selection of outdoor sites but we also focuses on the media in a surprising and innovative way. We placed Protek video cameras on the outdoors. The cameras were connected to monitors based at the Protek headquarter via 3G technology enabling surveillance day and night. What was to watch on the outdoors? We asked few Protek customers to lend us one of their precious objet. A Chinese vase, a vintage electric guitar, a painting and a few more expensive and rare objects. THE EXECUTION: The borrowed objects were placed in a very visible manner on the outdoors and were therefore certainly very tempting to steal. Yet, the cameras and the narrative part underneath were also very visible: « Watch by Protek » video security. The precious objects were safe, no one dared to climb and steal.

Insights, Strategy and the Idea

THE ISSUE : Protek is a Tunisian based security services company serving organisations and individuals. Protek wanted to launch their video surveillance system to secure villas and apartments, yet with a very limited budget. THE CONTEXT : The context was favourable to launch this kind of service in a country where robbery and violence suddenly went up right after the Revolution.