Starting point
With no product experience to draw on, we began with a two-part analysis: mapping the competitive landscape and gathering the expectations of their teams and customers directly through targeted workshops and interviews. These insights made it possible to build a clear strategic framework around a human value proposition, centred on simplicity and trust, and to design a customer journey tailored to each decision stage. This foundation aligned ELCA Security’s vision with the marketing actions to be taken, and structured all the key messages needed to launch Praethorus consistently.
Results
Building on this framework, we explored several creative territories and rolled out the “Protect what matters” campaign. It combines a down-to-earth tone with a creative stance new to the sector. The content, designed for digital, print and social media, was built to be easily replicated and adapted for audiences with very different expectations, and to run over different periods. In parallel, a detailed funnel strategy guides prospects and customers from awareness to conversion.
This strategy took shape in several communication materials, including:
- Campaign visuals
- Landing page
- Promotional videos
- Video testimonials from experts and customers
- Editorial articles and awareness content
- Other communication materials, produced with an agile approach
Recently launched, this end-to-end approach, from design to production, gives ELCA a solid base to measure, adjust and extend the impact of Praethorus.
We continue to support them with a test and learn approach, to make sure the effort pays off.
