PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change
Agencies: Brando and ZenithOptimedia
Introduction & Background
PhoneWatch sell peace of mind and protection. PhoneWatch sell monitored home alarm systems. Purchasers pay an upfront fee for installation (€499 - €699 depending on the offer). Thereafter, there is a monitoring fee of €35 per month per customer. As of March 2016, they had 100,000 customers but a spiraling decline needed them to take stock and revise a previously well-working strategy that had ceased to be effective.
Sales were in decline and things were not...