The Client Problem

Not all smoke alarms are made equal.

By having one at home, you may think you’re doing enough. But doing just enough is not enough when it comes to the safety of your family. As market leader, meeting the highest standards, Aico wanted to shake the public from their slumber without scaremongering.

The insights from our Research team’s focus groups informed us that for Aico’s first-ever B2C campaign, we must nudge consumers in the right direction without condescending or patronising

The MindField Thinking

Aico is the first line of defence.

Aico should be the first name people think of for home safety.

Let’s own first place, in the headspace, and the marketplace.

Safety first. Aico first.

The Answer

‘Killer In Your House’ .

f your home catches fire, you can’t go back and change your mind about the smoke alarm you bought.

We made Aico the first name you think of when it comes to the safety and protection of your family. Simple, elegant, intelligent, and relevant.

Our UK-wide campaign ran UK-wide across OOH, Social, Digital, Radio and London Underground.