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 Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Diversified Services

Nomination Title: LifeLock Relentless Army

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:

In 2010, LifeLock® burst onto the scene with a new superhero who single-handedly changed the face of the identity theft protection category and put fear in the hearts of identity thieves everywhere.
In 2011, LifeLock’s relentless protection of people’s identities continues- with the launch of an innovative new product, LifeLock Ultimate™.

LifeLock identified a new area of vulnerability for identity theft most consumers are unaware of: our bank accounts. The introduction of LifeLock Ultimate was an industry first: independent identity theft protection against bank account takeover fraud. It is the most comprehensive identity theft protection service available.

To build awareness of this premium service, and LifeLock’s superiority in the marketplace, we used brand TV, print, digital, and social media communication, along with targeted e-mail informing members of upgrade options. Communication featured a consistent brand voice including LifeLock’s engaging superhero and key LifeLock Ultimate claims.
The first TV commercial, “Bank Robber,” was inspired by bank heist imagery from the movies. We create a misdirect--it looks as if the bank will be robbed, only to realize something more insidious is happening: an identity thief is going after your bank account. But our hero swoops down and stops him in his tracks, before the damage is done.
Another area of vulnerability is illustrated in the second commercial, “Painter.” While inside someone's home, a neighborhood house painter takes some seemingly innocent information: a bank statement. But rather than getting away with it, our hero steps in and stops the thief with a barrage of paintballs.

But identity thieves aren’t just going after credit cards and bank accounts. They are everywhere. Therefore, LifeLock must be relentless: vigilant 24-7 and constantly searching for new ways to protect our members’ personal information.

To illustrate this idea, the third commercial, “Army,” lets everyone know there’s not just one superhero, but an army of them, and they are virtually ubiquitous.

In “Army,” LifeLock demonstrates its strength with a parade of diminutive steel. The LifeLock army brings to life the key LifeLock Ultimate product claim, “the most comprehensive identity theft protection.”

While Brand TV delivered broad awareness of our new services, and reinforced equity in our superhero, it was only one element in our total marketing campaign. Print, digital, e-mail blasts, a refreshed website experience and an attention-getting social media promotion rounded out our communications.

The results of this campaign:

Sales/Business performance has exceeded goals since launch.

29% over membership forecast.

254% member growth in total portfolio.

Brand TV drove 1 million more website visitors in first 3 months versus the same period a year ago.

54% increase in conversions from banner ads versus a year ago.

Positive brand tracking measurements since launch.

Increased advertising awareness: averaged +5 percentage points higher versus other identity theft protection service(ITPS) companies.

Highest usage: LifeLock ranked two times higher than other ITPS companies.

LifeLock consistently holds a significant advantage over major competitors for key service ratings: superior ITPS, being proactive, trusted, and total service guarantee.

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

Currently the Director of Product Marketing for Tempe-based LifeLock, Erick Dickens is a consumer marketing and general management professional with over fifteen years of experience. As a brand marketer, Erick has overseen several national 360 campaigns that include traditional television, radio and print advertising, sponsorship, digital marketing and consumer promotions. While managing household brands such as Post Grape-Nuts and Right Guard, Erick led the launch of seven new products – six of which were #1 in their respective categories. Erick graduated with a business management degree from Western Carolina University and holds an MBA from the University of Arizona.