PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change

This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.

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...

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