• August 25, 2009

Kwikset, which makes residential locks, is launching a national advertising campaign, "Versus," aiming to reach an estimated 170 million consumers. The campaign, which the company says is its most substantial advertising initiative in recent history, touts SmartKey re-key technology, designed to let home owners re-key their locks. Media mix includes TV, online rich media, in-store, print, and a campaign-specific microsite www.GetSmartKey.com, all of which will run through October.

The campaign, via San Diego-based VitroRobertson, the campaign pits the SmartKey re-key process against no-brain tasks like changing a light bulb, tying a necktie, or lighting a barbecue. The SmartKey process wins. The message is that with SmartKey, consumers can re-key their locks quickly and easily for improved security.

The company says the campaign reflects research suggesting that consumers view the subject of re-keying complex and that straightforward product demonstrations solve that problem.

The TV spot started on Monday on cable networks like HGTV, TLC, the DIY Network, CNN, A&E and ESPN. Exclusively on Scripps Network affiliates, there also will be a customized 30-second vignette to complement the broadcast spots. --Karl Greenberg