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We have been working with The Australian Security Industry Association Ltd over the last year on their publications and mid-way through last year they asked us to come up with the creative for their annual Consumer Awareness Campaign. The idea was to raise awareness of ASIAL members among consumers and remind them that they should always use a trusted ASIAL member to meet their security needs – and to engage with potential members by having them perform a free business security health check.
ASIAL wanted to communicate the idea of ‘risky business’ (without mentioning the film!) and alert business owners to the possible risks posed to their company. We brainstormed many ideas and the winning creative was an image of an origami giraffe popping through the top of a small cage paired with the tagline “Has your business outgrown its security?”. This visual metaphor was simple, memorable and eye-catching.
We then rolled out the campaign to airport terminal digital screens, office foyer ad space, magazines, EDMs, web banners, email signatures, video walls, social media and exhibition stand graphics. As we developed the creative we made sure that it would adhere to the strict advertising guidelines currently in place at Sydney Airport.
“I’m so happy to have come across you guys this year. You’ve been fabulous! Looking forward to working with you again in 2016!”
Kirsty Jagger, Marketing and Communications Manager – ASIAL