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Creative

The Basement Brings a Slice of Life to Lock Brand Schlage's Campaign

Inspired by an Instagram Story from one of its account executives, agency launches 'Trust Your Home to Schlage'

The Basement Brings a Slice of Life to Lock Brand Schlage's Campaign

Schlage, a provider of door hardware and home security and access solutions, has launched a new brand campaign that puts trust at the centre of its creative messaging with a major spotlight on homeowner peace of mind. 

The new campaign features a long list of creative touchpoints, including a new tagline, 'Trust Your Home to Schlage'; seven broadcast spots; a social strategy spanning Pinterest, Facebook, Instagram and YouTube; a robust digital display plan; a refreshed logo; visual identity and more.

In one example of life imitating art, inspiration was drawn from Schlage’s agency partner, The Basement, via a stolen moment in quarantine. An Instagram Story from Kaylee Bonneau, an account executive at The Basement sparked the idea to show the lighter side of door hardware with a mom hiding from her kids enjoying a brief moment of solitude behind a locked door.

Media planning and buying is also handled by The Basement. The supporting media buy makes each placement work hard with a laser-focused strategy that is driven by data. Media plan highlights include NFL on Amazon OTT, as well as DIY/home improvement targeting on social, including Pinterest, YouTube and Instagram.

The rebrand comes at a time when pandemic behaviours have shifted consumer spending power so greatly that generally low-interest categories are now experiencing a major moment. Door hardware, which sits squarely in the home improvement sector, is expected to see continued growth as homeowners are increasingly seeking DIY projects and simple, but impactful, upgrades.

"In a year that proved to be challenging for the entire world, The Basement helped us deliver a beautifully crafted campaign and refreshed brand foundation authentically rooted in consumer insights. Their dedication and passion show in all aspects of our partnership, especially this refresh effort," said Jason Owens, director, consumer marketing at Schlage.

“Rebranding a hundred year old company is not something that we take lightly,” said Noah Sarff, executive creative director, The Basement. “Every decision we made was based in data and strategy to bring a brand with literally countless touchpoints to life. We are thrilled to be a part of the brand’s relaunch.”

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Category: Home , Security

Genre: Storytelling