SmartHome Security

In 2018, TELUS launched a new line of business: TELUS SmartHome Security. This move into the security and automation category represented a pivotal shift in business strategy, evolving the core product mix for the first time since 2011.

This body of work for the TELUS Security Business unit covers the highly successful initial brand launch, subsequent release of a DIY product to combat the restrictions of the global pandemic, and a recent digital campaign to help demonstrate the real-life benefits of the product in every day life.

Beware of Cat

The challenge was to boldly enter the market and reframe what a security solution could do. Not only did it need to appeal to those customers who currently have a security solution, but also to the 68% of Canadians who had never had one and were uninterested. This challenge was underscored by the fact that a security service is relatively price inelastic. People either want it, or they don’t.

In order to cut through in a busy, fear-based marketplace, we needed to radically differentiate TELUS.

Beige punch-in boxes, expensive services and a lack of innovation – these were all themes that came to mind for consumers when they thought about home security. People thought they already knew everything there was to know. We needed to reframe their perceptions and show that there was much more to TELUS SmartHome Security than they ever expected.

Forget about the guard dog, TELUS SmartHome Security is on duty and ready to turn expectations of the home security industry on its head. Our charming lion cub (with a fierce edge) will help communicate to Canadians that we are here to help protect their territory – all while teaching those old security providers some new tricks.

This activity spanned paid media, in-store, CRM, PR, door-to-door ground teams, experiential, and multicultural.

The Results

After less than three months, we’re successfully disrupting the market and cutting through with consumers. Awareness of TELUS SmartHome Security is 79%, only surpassed by ADT, the incumbent.*

The impact of the campaign can also be seen through the significant perception lifts amongst those who recalled the campaign vs. those who didn’t.

A lift of +19% in consideration also contributed to our record-breaking sales. From January to February, we saw a 51% lift in signups and a subsequent 50% lift in signups from February to March.

Today, TELUS is Canada’s #1 security provider.

DIY Install

As the global pandemic tightened its grip on the world, the very common practice of visiting a customer’s home to install TELUS services pretty much disappeared in an instant. We were robbed. And while that had immediate implications on the ability to fulfil orders, looking ahead at a very uncertain future painted a pretty worrying picture of bigger ramifications to the bottom line.

We had to quickly pivot and were first to market only a couple of months later with a self-installed product offering. The campaign was created at light speed and required a live action shoot under stringent covid production protocols.

Luckily, the idea was simple, so simple in fact that a child could do it.

By August 2020 there was positive net growth, with the campaign having an immediate impact combatting both the challenges of the pandemic, as well as downward trend of the overall market.

Content Series

To make the consideration layer of the campaign work has hard as possible, a series of real-life use cases video demonstrated the every-day benefits of the product. Choosing those honest moments of panic, frustration, doubt and family politics, they were a charming slide of everyday life.

The campaign drove a 17% uplift in consideration (i.e. likelihood to subscribe) to TELUS security services for consumers who had seen the campaign.