The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Other Online Ad
American Alarm is a growing regional Home Security company located in Arlington, Massachusetts. They had primarily been a more traditional advertiser focused on local TV, print products and some online directory placements. A couple of years ago our account team convinced them to do some regionally targeted display banners.
Lindsay Amaral, our designer, was given little direction and relied heavily upon their website for branding and messaging cues. She decided to make an emotional connection showing the overt benefit of having a home security system. She found a compelling image of a small, vulnerable child sleeping and combined that with the headline "We Never Sleep. So you can." to drive home the �peace of mind� benefit of families who hire American Alarm for their home security provider. The banners are clean and simple and do a great job of promoting the brand along with the message in a graphically unique and memorable design.
We often find that many technology companies are too focused on the features of their products and services and they often reject the emotional benefit driven creative, but American Alarm quickly approved the creative. The campaign was launched and was a great success. This product had a click through rate benchmark of .04-.07%. Their results in all geographies beat that with a range from .08% up to .13%. The client is thrilled and continues to run more campaigns for longer periods of time with the same creative and continue to have strong performance results.
Contributors:
| Graphic Designer/Copywriter: | Lindsay Amaral |
| Creative Director: | Walter Reynolds |
BERRY NETWORK, INC.
Location: USA