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Lifelock radio campaign

ABA08 Winner

 

Company: LifeLock, Tempe, AZ
Company Description: LifeLock (www.lifelock.com ) helps consumers to render their personal information useless to thieves, backing it up with a one million-dollar service guarantee. Unlike other security services, LifeLock specializes in the prevention of identity theft rather than the reporting of it, providing customers with the tools to proactively protect their personal information.
Nomination Category: Advertising Categories
Nomination Sub Category: Best Radio Ad Campaign

Nomination Title: Real Social Security Number Radio Campaign

    The date on which this nominated campaign was first run, aired, or otherwise made public:

        Rush Limbaugh - January 8, 2007
        Dr. Laura - February 19, 2007
        Paul Harvey - March 5, 2007

    Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

        With the television campaign as the anchor for Lifelock’s brand awareness,
        radio allowed LifeLock to focus their communication message on national
        personality endorsements.  LifeLock tapped into the consumer influence of Paul
        Harvey, Rush Limbaugh and Dr. Laura.  In addition, radio became a cost
        effective medium to test seasonal creative messages and a variety of offer
        structures.  LifeLock continues to monitor the effectiveness of each radio
        campaign to drive the lowest possible cost per call and cost per order. 
        Through this constant monitoring of performance and repositioning of the
        creative, LifeLock has lowered our cost per order by 37% in 2007.

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

        Advertising Agency/City: Client: LifeLock Internal Marketing Department
        Creative Director: Todd Davis
        Production Company/City: Great Scott Productions
        Writer: Great Scott Productions