The 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 highest standards, Aico wanted to shake the public from their slumber without scare mongering.

Our Research & Insight 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 Mind Field 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.