Case Study: Aico

The Problem:

Aico was already the market leader in home life safety, but its reputation was strongest among housing professionals and installers. For its first consumer campaign, it needed to make homeowners understand that not all alarms offer the same protection.

Our research showed that simply having an alarm made people feel they had done enough. We needed to challenge that complacency without scaremongering, lecturing people or drowning them in technical product information.

The MindField Thinking:

A smoke or carbon monoxide alarm can feel like a routine purchase. But when it is responsible for protecting your home and family, “good enough” isn’t good enough.

We moved the category from a low-interest product decision to one about personal responsibility. If safety comes first, the alarm you choose matters, and Aico should be the first name you think of.

Safety first. Aico first.

The Answer: KILLER IN YOUR HOUSE

A national campaign built around one uncomfortable truth: when a fire or carbon monoxide incident happens, it is too late to reconsider the alarm you chose.

Our creative brought that consequence to life with tension and restraint, while executions such as First Responder positioned Aico positively as the first line of defence in the home.

Supported by the message that more UK homes trust Aico to protect them, the campaign combined emotional urgency with a credible reason to choose the market leader.

Running across TV, radio, social, digital, out-of-home and the London Underground, the campaign made Aico the first choice for people who put safety first.