Trusted by Experts


Client:

Arlo

Channel:

Director:

The Challenge

In 2022 Arlo recruited four celebrity ambassadors including George Clarke (UK), Stephane Thebaut (France), Klaus Behrendt (Germany) and Kalle Zackari Wahlström (Sweden) to help increase awareness of Arlo home security systems across Europe.

With Arlo being part of Verisure, Europe’s number one professionally monitored security alarm company, security is at the heart of the brand’s DNA and it is something the celebrity partnerships aimed to celebrate.

To activate the new partnerships, creative studio Brave Spark were tasked with developing a big campaign idea and key visual assets that could be rolled out as part of an omni-channel plan running across VOD, YouTube, paid social, email, digital display, instore retail displays, Amazon and the Arlo website. Powered by award winning design, industry-leading technology and security subscription plans alerting consumers to dangers faster, the Trusted by Experts campaign aimed to showcase the best of the cameras hardware and software, retaining a premium, distinctive and consistent look and feel across all European markets.

The Idea

To demonstrate how easy it is to detect and prevent threats with Arlo, each 40 second hero film opens with the local celebrity installing their own Arlo camera before it breaks apart and the viewer is launched into the inner workings of the camera. Premium visual effects , developed in collaboration with Jam VFX, takes the viewer deep into the technology that powers the camera.

The viewer begins to travel through a tunnel, constantly moving forward and surrounded by artificial technology zipping past at speed, working to identify potential threats. At the end of the tunnel, the viewer sees a burglar is detected in real life and then a rapid match cut to the Arlo app demonstrates that each celebrity is able to instantly respond to the threat identified in minutes, from anywhere, any time.

The Result

With thousands of homes across Europe protected by Arlo and endorsed by celebrities, the Trusted by Experts campaign live across 6 markets demonstrates that with an Arlo outside, consumers can feel safe and secure inside. Highly crafted retail display units designed by Brave Spark’s sister agency Elmwood are live in major retailers across Europe including Currry’s. The rollout of the new master visual style and toolkit across Arlo’s European markets marks the brand's biggest omni-channel campaign deployment to date.

Tegan Jolly, Head of Brand Marketing at Arlo said:

“At Arlo we take security seriously and working with some of the most respected, recognised and trusted celebrity faces across Europe is the perfect way to show homeowners that when it comes to protecting the things they care about, Arlo is the brand to trust. Brave Spark found the perfect way to fuse this direct-to-consumer conversation from our ambassadors, together with incredible VFX, to create a series of assets that showcases our industry-leading technology to leave consumers feeling completely reassured.”

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