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LifeLock

ABA11 Winner / How to Enter

Company: LifeLock, Tempe, AZ
Company Description: LifeLock, Inc. is an industry leader in proactive identity theft protection. Since 2005, LifeLock has been providing consumers with the tools and confidence they need to help protect themselves from identity theft. The company has a strong focus on educating consumers and working with law enforcement and elected officials to better understand the increasing threats of identity theft.
Nomination Category: Marketing Awards Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Diversified Services

Nomination Title: LifeLock- "Relentlessly Protecting Your Identity"

    Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        Campaign Summary

How do you take a complicated category that is full of mistrust and hucksterism,
commoditization and confusion, and make it part of everyday vernacular,
encouraging everyone to sign up and get protected?

        This was the challenge before us as we remade the LifeLock brand.

Identity theft is everywhere you turn. And yet, we don’t even see it. We think
we are covered by credit card monitoring, but no. Our information is everywhere.
Out there, vulnerable to thieves’ increasingly sophisticated ways. Identity
theft is a multibillion dollar industry lurking in the shadows.

We need someone we can trust to watch our backs. We need a hero. A champion. A
relentless protector of our identities.

        Enter LockMan. Though only seven inches tall, he is part of a larger army of
heroes that do whatever it takes to stop identity thieves in their tracks before
they can do damage. These 3D superheroes enter the scene with all of the traits
of LifeLock: vigilance, tenaciousness, and a relentless devotion to protecting
customers’ personal information.

Identity thieves are everywhere. Fortunately, so is LifeLock.

        Campaign Objectives, Strategies, and Results

Our objective was to rebuild consumer trust and maintain a leadership position
in a category full of mistrust. We needed to broaden the appeal of the brand to
more diverse audiences and grow membership.

        Identity theft is an increasingly confusing category. Unlike the credit bureaus,
banks and credit card companies who offer competing services, LifeLock’s focus
is identity theft protection. LifeLock’s vigilant dedication to the protection
of our member’s personal information is what sets us apart.

        We started by creating a compelling statement of that passion. "Relentlessly
Protecting Your Identity”. It’s not only a consumer tagline, but also a rallying
cry for every LifeLock employee.

        Creatively, we simplified and demystified LifeLock’s services. And created an
iconic hero to separate LifeLock from the pack.

        Most people don’t realize just how easy it is for thieves to use your personal
information. “Department Store,” “Mail”, and “Taxes” show just how vulnerable we
are. Until our heroes step into the frame and “take care of business.”

        When tested, the television campaign resulted in increased awareness, purchase
intent and loyalty compared to a national sample.

        •     Unaided awareness increased 50%.

        •     Aided awareness increased 9%.

        •     Churn decreased by almost 11%.

        •     Test market membership increased 19%.

    List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        Click on the link below to retrieve the following supporting materials:

        o   Television Commercials

        o   Outdoor

        o   Active Outdoor and In Flight

        o   Membership Welcome Kit

        http://thestevies.com/ABA11Attachments/LifeLock/

    Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

        Erick Dickens Biography

        Erick is a Kraft-trained consumer packaged goods marketer with over six years
experience driving growth for brands in global Fortune 500 as well as
fast-growing start-up companies. He is currently the Director of Product
Marketing for Tempe-based LifeLock.

        In April 2010, Erick initiated and led the development of a comprehensive brand
advertising campaign for LifeLock with the objective of elevating the brand and
improving member acquisition and retention. The resulting LockMan creative
delivered a 50% improvement in unaided awareness, 9% improvement in aided
awareness, a 20% increase in sales and 14% improvement in retention for LifeLock
Erick graduated Summa Cum Laude with a BS in Business Management form Western
Carolina University and holds an MBA from the University of Arizona.