ROBBERT LARSEN - HOME SECURITY “EXPERT”
In 2019 our in-house bantam-weight creative squad was asked to conceive a campaign that could build awareness of the SimpliSafe brand while working hard in performance marketing. So we introduced the world to Robbert Larsen, a self-described, “Home Security Expert”. After all, who better to communicate the relative benefits of home security than someone who is, “in the business”, so to speak? The campaign was launched on television and online video and was an instant success. Using traditional DR-length TV spots combined with short form online video the campaign began seeing upticks 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 is still on the job. Brand awareness has steadily increased and the number of households who are protected by SimpliSafe hit the two million mark. Can a balaclava’d, mustachioed blend of Ned Flanders and Jim Carrey take any credit for this boon is business? I have spoken to Robbert personally and he said quite emphatically, “yes”.
