Darker Nights





The Challenge

Following the appointment of MSQ agency Brave Spark as Arlo’s lead creative agency across Europe, Brave Spark have launched the Darker Nights campaign this month demonstrating Arlo’s ongoing commitment to protecting homes from the threat of burglary and intrusion across Europe.

In H1 2021 the [Arlo Outside, Secure Inside TVC] (https://bravespark.com/project/arlo/arlo-outside-secure-inside/) produced by Brave Spark contributed towards a 220% increase in new website users in the UK and an 80% increase in search volumes in France. Heading into H2 2021, Arlo tasked Brave Spark with portraying the power of Arlo’s invisible industry leading AI powered security cameras inside that protect people and what they care about most.

The Idea

As showcased in the new Darker Nights TVC, a series of graphic devices have been developed to ensure Arlo’s invisible AI technology becomes intrinsic to the brand's look and feel. Shield lines are a sentient and flowing device used to demonstrate that an Arlo security system creates a shield of protection around the home, providing a barrier to threats from the outside world. In combination, the Arlo technical dial activated through CGI helps illustrate the advanced technology and AI within Arlo devices.

Working collaboratively with the internal Arlo design studio, Brave Spark has delivered a 360 creative toolkit that amplifies the existing Arlo Outside, Secure Inside creative platform and cascades it across receptivity moments including the Darker Nights campaign, Black Friday and Christmas as well as across priority touch points including TV, digital video, social, CRM, eCommerce, the website and retail.

As part of a 3 day shoot with Matt Livey, an expert architectural photographer, a new bank of premium and ownable photography has also been captured and used across social, eCommerce, CRM and retail channels. Shooting at twilight, all shots elegantly capture various houses as they are submerged into darkness. From the outside looking in, each Arlo protected home feels safe and secure inside as warmth emanates from within.

The Result

The rollout of the new master visual style and toolkit to the ten European markets included the delivery of over 1,000 content deliverables. The new darker nights TVC is live in the UK, France and Germany alongside the launch of Arlo’s first ever TV sponsorship with M comme maison in France. The customer journey continues in-store, with merchandise units (created by MSQ sister agency, Holmes & Marchant) being rolled out to major retailers across Europe including Curry’s.

Adrienne Sharkey-Perves, Senior Marketing Director at Arlo said:

“At Arlo we believe a watched over space is a safer space. Home security is more critical during the fall and winter months when the days get shorter and our homes spend more hours in the dark. A dark home signals an empty home and this can lead to burglary and break-in. This is an important time of year when Arlo can remind home owners of the importance of taking action to protect what matters most to them. This is the first time we’ve been able to lead the Darker Nights conversation so holistically across the marketing ecosystem from TV to Digital to in-Store with stunning photography that really convey our brand equity, a new take on our successful TV campaign with brand new CGI that demonstrates Arlo’s tech creds and full 360* execution across many formats. Very pleased with the work the team has done together to bring this to life.”

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