Clever Storytelling Puts Crooks on Notice.
A leading independent provider of security systems, Bay Alarm enjoyed solid revenues among Northern California home and business owners. Still, the company struggled to increase market share in an increasingly competitive market. Bay Alarm needed to develop a cohesive, integrated plan that would differentiate it from competitors, and grow its local customer base.
To unify the brand and its messaging platform, we developed billboards and transit signage that introduced bold, unexpected headlines: “Headed to Work? So are the Burglars.” “24-Hour Thief Relief.” “We Give Creeps the Creeps.” And of course, our provocative tagline, “What have you got lose?”
Our television spots fell in line with this fresh approach, characterized by consistently clever, authentic storytelling. With a tongue-in-cheek narrative appealing to modern audiences, Bay Alarm’s award-winning campaign sets them apart from national players.
To date, the campaign has proven extremely successful. “After the first year, our leads increased into the double–digits. In the second year they were up another 10-12%,” said Eric Taylor, vice president of sales and marketing at Bay Alarm. “Our budget never increased — only our strategy changed.” While working with JStokes for more than two decades, Bay Alarm has expanded from five markets to 14, and has grown its staff from staff from 250 to 650.