In an effort to educate consumers living in a “privacy challenged” world about the issue of identity protection, LifeLock is launching a new campaign to illustrate why it’s so important to not only to monitor a problem, but also help to fix it.
Developed with its agency DDB Chicago, the humorous effort features two new TV spots that riff on credit monitoring services, which typically only let you know when your credit score has changed but don’t offer resolution services to help remedy the problem.
A spot titled “Pest" shows a family home being investigated for termites. When the father of the household asks the “Pest Monitor” to get rid of the bugs, he replies that his job is simply to identify when there’s a problem, before promptly packing his bags and leaving.
The “Dentist” spot features a patient receiving the diagnosis that he has the worst cavity they have ever seen. Without fixing the cavity, the dentist and hygienist decide to depart for lunch and leave the poor patient helpless in the dental chair with swabs and tubes hanging from his mouth.
The media buy includes TV, radio, digital, social media and direct mail. LifeLock has traditionally been a direct-response focused client, so there was a delicate balance that needed to be found between education and entertainment with this campaign, says the agency.
“Despite the prevalence of identity theft, many people think that the basic monitoring that credit cards provide keeps them safe," says John Maxham, chief creative officer, DDB Chicago. "But there’s a huge difference between just alerting people to a problem and actually helping them resolve it. Because the world of finance is murky, people have trouble grasping this. This was a major challenge. So we decided to root our examples in situations where it would be patently absurd for help to be denied."
LifeLock's ad budget is projected to remain consistent year-over-year. The company spent $53.54 million on advertising during Q1 2016, compared to $120.94 for the full 12 months in 2015 and $98.85 million in 2014, according to Kantar Media.
This campaign serves as the continuation of DDB Chicago's first work for the brand, which launched in November 2015 when LifeLock first differentiated itself from free credit monitoring services. Now, the brand is incorporating more entertaining analogies in an effort to underscore LifeLock’s story.