Thieves Avoid PhoneWatch Security Systems in 'Burglar Bootcamp' Spot

Boys + Girls, Ireland’s most effective creative agency, this week launched a brand new multichannel campaign for PhoneWatch, Ireland’s leading provider of monitored home security systems. 

Inspired by the fact that PhoneWatch alarm protected houses are four times less likely to be burgled, the campaign brings to life a fictitious ‘Burglar Bootcamp’ where would-be burglars are taught to avoid PhoneWatch protected houses above all else. 

Eschewing traditional scaremongering associated with the category this distinctive campaign instead showcases PhoneWatch’s market leading 15 second response time as the key reason for purchasers to feel safe and for would-be burglars to avoid PhoneWatch protected houses at all costs. 

The campaign leads with a 30” Digital AV, directed by Bafta Winning director Chris Cottam, supported by a suite of 15” Product Centric content created by Circle Content and with stills photography by multi-award-winning Liam Murphy. 

"PhoneWatch were a dream client to work with and working together we quickly arrived at the idea of highlighting the would-be Burglars perspective. Where do burglars go to learn their craft? Who teaches them the valuable lessons that will get them in and out of houses undetected and keep them out of jail? Most importantly, where do they learn to avoid houses with a PhoneWatch monitored alarm. Thus the ‘Burglar Bootcamp’ idea was born. We think it’s going to have a massive impact in the market". said Jake O’Driscoll, creative director, Boys + Girls 

"As Ireland’s leading provider of monitored home security systems, with a market leading response time, PhoneWatch were looking to create a communications campaign that would lead the market, not follow it. Boys + Girls idea of dramatising the benefits of PhoneWatch from the Burglar’s perspective was strategically differentiating leading to the truly distinctive Burglar Bootcamp idea. The entire campaign has been designed to work in every channel along the sales funnel and with longevity in mind." said Elaine Byrne, brand and advertising manager, PhoneWatch Ireland