Schlage and its agency Young & Laramore (Y&L) are introducing the "Open Possibilities" campaign to elevate the profile of the client’s door hardware vis a vis other Schlage products, like faucets, paint and lighting.
Although Schlage has promoted its “Smart Locks” before, this campaign supports the brand's long-term goal of shifting consumer perception of door hardware as merely a functional home hardware component. Hence, "Open Possibilities" brings door hardware to the forefront as an accessory that can complete or enhance the look of any room, says the agency.
The TV spot showcases a variety of doors with a voiceover describing how a closed door is a blank canvas to make homes smarter, safer, and more beautiful. "Door hardware is an important part of a home’s décor, beyond just a functional necessity. Thus demonstrating that every detail in a home is an expression of the owner’s style, which is why updating door hardware is one important step toward making a home a true reflection of its owners," explains the agency.
The media mix for the campaign includes a paid media plan for HGTV as well as digital video, pre-roll and online digital banners. Consumers are directed to Schlage.com to learn more about the products.
Y&L has worked with Schlage since January 2012. Two years ago, the companies introduced the "Keyless Era" to imagine a world without keys. Three years ago, the Strong Campaign promoted the touchscreen deadbolt. Schlage is owned by Allegion, which was spun-off by Ingersoll-Rand in December 2013.