Campaign details

Advertiser: Schlage
Brand: Schlage
Agency: Havas Formula
Country: United States

Summary

Schlage, a brand of Allegion that has created the most technologically advanced lock products for more than 95 years, sought to shift consumer perception of door hardware. The company challenged Havas Formula and Schlage's creative agency, Young & Laramore, to develop and execute a program that would cause consumers to view door hardware differently – as a design accessory that can complete or enhance the look of any room. From spearheading a first-of-its-kind multi-brand design collective to saturating the media with key messages and thought leadership expert insight, the team generated 879 placements yielding 3.5 billion impressions and $9.4 million in ad value.

Challenge

While Schlage has received consistent press coverage on its strong lock products from a security and technology standpoint, the company had yet to engage a target audience of style and design enthusiasts. Most consumers and media in this space viewed door locks simply as a home staple, not as an accessory that could be a reflection of their personal style. Havas Formula needed to create a campaign that would break through this wall.

Research/Insights

  • Doors usually fall to the bottom of the home improvement and interior design checklists with three in five homeowners describing door hardware as a permanent aspect of the home that doesn't need to be changed, instead of an accent piece that can be switched up regularly
  • Many homeowners feel that door hardware doesn't coordinate with anything else around the house
  • Fear of extra costs prevents some homeowners from investing in door upgrades, with expectations that it would cost more than $600 to update all the door hardware in a home
  • Homeowners in the 25-34 age group are more likely than their 35+ counterparts to agree that their doors and door hardware deserve an upgrade; opening up possibilities for this perception shift

Strategy

  1. Implement initiatives rooted in the guiding factors of educating, inspiring and motivating our key target audience to help shift their mindset about the door hardware category
  2. Leverage third-party experts, including media partners, bloggers and influencers to bridge the gap between function (technology) and form (design)

Creative Execution