VIA helps LoJack steal back market share with new national campaign
As you know, VIA prides itself on solving the world's toughest marketing challenges. Case in point: Last October we won the LoJack review and the opportunity to work with its new leadership team to revitalize this great brand. Because, despite huge brand equity, LoJack sales have suffered with the proliferation of competing technologies. Well, today I'm extremely happy to share with you VIA's new campaign to help LoJack regain its place as the recognized world leader in stolen asset recovery. Read on and enjoy.
A New Media Approach
LoJack was built with radio. Yet a new approach was critical. We used different media tactics this year to capitalize on the reach of national television advertising. Our new campaign features five, 15-second commercials, each recounting a LoJack recovery experience. The first commercial you'll see here earned "Ad of the Day" on Adweek.com.
The majority of time spent car shopping now takes place online. So instead of traditional banner ads, we heavied up on rich media to better sell LoJack to an information-hungry audience. And we've just launched "LoJack's Custom Bike Contest" on Motorcycle.com--the Web's most popular motorcycle site--to get riders revved up about the LoJack brand.
Reality TV
Some of the best new advertising opportunities I've seen lately are entertainment partnerships. We're taking advantage of one this fall with TLC and a new reality show about car theft and recovery. The show will feature both LoJack advertising and product integration. I hope I'll be able to go on set and watch an episode come to life.
Closing the Deal
As you know, communicating at the point of purchase is always effective. Our innovative in-dealership media will definitely remind customers why they need LoJack.
See what Stuart Elliott of The |
There's More Where This Came From
Thank you for taking a few moments to look at some of our latest LoJack work. And soon I'll be able to tell you about more, from a new microsite that's already in development to an online contest that will feature user-generated content. Until then, I'd love to know how things are with you. So when you have a few minutes, give me a call. It will be great to talk.
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