ROBBERT LARSEN - HOME SECURITY “EXPERT”
In 2019, our in-house bantam-weight creative squad was tasked with conceiving a campaign to build awareness of the SimpliSafe brand while driving performance marketing. So, we introduced the world to Robbert Larsen, a self-described ‘Home Security Expert.’ After all, who better to communicate the benefits of home security than someone who is ‘in the business,’ so to speak? The campaign launched on television and online video, quickly becoming an instant success. By using traditional direct-response-length TV spots combined with short-form online videos, the campaign saw increases in site visits and unaided awareness.
In social media channels Robbert was used to breathe some life into the otherwise dry subject of home security while selling hard and driving site visits. The campaign saw record traffic to the site and steady conversion.
Like the rest of us, Robbert did his best to deal with the pandemic.
Nothing like a powerful testimonial from a valued customer.
A refresh of the campaign in year two introduced more of a sitcom approach. And what’s a good sitcom without an intro jingle, a pratfall, a sight gag and a spit-take?
In his third year, Robbert was still on the job. Brand awareness had steadily increased, and the number of households protected by SimpliSafe reached the two million mark. Can a balaclava-clad, mustachioed blend of Ned Flanders and Jim Carrey take any credit for this boom in business? I spoke to Robbert personally, and he said quite emphatically, ‘Yes
