Home Protection Revisited: The National Roll-out of a Regional Test

1983 follow-up to the 1982 home protection campaign (one of the 1982 first prize awards). Repeated the same two commercials as in the test market, also national press.
Agency: Boase Massimi Pollitt PartnershipAuthors: S Yarwood and Chris Cowpe

Home Protection Revisited

The National Roll Out of a Regional Test

INTRODUCTION

One of the 1982 First Prize awards was Home Protection – how advertising helps fight crime.

The subject of that paper was a regional advertising test. Since then, the campaign has gone national. This paper is an update, a report on what happened when we 'took the plunge' nationally.

It shows what happened, what was different and why. Finally it draws together the lessons we have learnt from the national experience.

WHERE WE WERE

A...

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