PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change

Agencies: Brando and ZenithOptimedia

Introduction & Background

PhoneWatch sell peace of mind and protection. PhoneWatch sell monitored home alarm systems. Purchasers pay an upfront fee for installation (€499 - €699 depending on the offer). Thereafter, there is a monitoring fee of €35 per month per customer. As of March 2016, they had 100,000 customers but a spiraling decline needed them to take stock and revise a previously well-working strategy that had ceased to be effective.

Sales were in decline and things were not looking good. Before we get into all that, let's set the scene a bit more. PhoneWatch were previously known as Eircom PhoneWatch, but dropped the Eircom tag when they were taken over by Sector Alarms in 2013. Everyone knew them, with awareness at 87%. This was no surprise given they were a consistent advertiser going back numerous years and with some very memorable campaigns, most recently with the call centre lady and the two burglars getting caught.