Kwikset, provider of residential door hardware, debuted its national campaign, “Versus,” which will reach an estimated 170 million consumers. The effort is designed to support SmartKey re-key technology which provides homeowners with the ability to re-key their locks quickly and easily for improved security and access control. The “Versus” media mix includes TV, online rich media, in-store, print, and a campaign-specific microsite www.GetSmartKey.com, all of which will runs Aug. 24 – Oct. 31.
Developed by San Diego-based vitrorobertson, the “Versus” campaign puts the SmartKey re-key process against some of the simplest everyday tasks such as replacing a light bulb, tying a necktie, or lighting a barbecue, and wins.
The 30-second TV spot began airing 8/24 on cable networks that reach the do-it-yourself (DIY) audience, including HGTV, TLC, the DIY Network, CNN, A&E and ESPN. Exclusively on Scripps Network affiliates, there also will be a customized 30-second vignette to complement the broadcast spots. This “product spotlight” vignette will demonstrate key attributes of a SmartKey-enabled product through an engaging real-life scenario.
“Versus” digital executions will be placed on a myriad of DIY Web sites. As the exclusive sponsor on About.com’s “DIY Central,” Kwikset branding will represent 100 percent share-of-voice on a custom landing page, a custom video player and guide sites. On eHow.com, SmartKey will sponsor the Custom Topic Center and Quick Guides, plus a homepage takeover; and on AngiesList.com, there will be targeted placements of “Versus” banner ads.
A “Versus” microsite also will support the overall campaign. The landing page opens with a SmartKey lock as the door to a vault and will animate with an over-exaggerated sound effect of a vault door unlocking. The lock then swings open and the camera pushes into the door revealing the microsite inside. The site will feature a series of “Versus” animated videos that mirror the broadcast creative and online advertising, with two additional sequences exclusive to the microsite. Detailed product descriptions and store location information also will be included.
A complementary print campaign will run in builder and multifamily trade pubs and local newspapers across the country. At retail, the “Versus” campaign will be brought to life through new POP signage and in-store events.
