Watchdogs Will Do Something Else with the Movistar Prosegur Alarms Campaign

To raise awareness of the Movistar-Prosegur Alarms smart home alarm and the Movistar Car Protect car security service, the brand has launched a campaign focusing on watchdogs. With a fresh tone, the aim of the campaign is to transmit the reliability of its alarm system, which combines the most advanced technology from Movistar with the best security from an expert like Prosegur.

With this new campaign, developed by VMLY&R Spain, the aim is to capture the brand's own identity with an insight far removed from the fear usually used in the sector.  The creative concept is based on the idea that guard dogs, which have traditionally protected people and their homes, can now do other things thanks to the effectiveness of the Movistar Prosegur Alarms security system.

The campaign features three different TV spots narrated from the perspective of the family's guard dog, highlighting a service or benefit of the alarm system. In addition, there will also be eight shorter pieces for digital distribution focusing on how the family dog performs different activities (yoga, swimming in the pool, helping the technician) since he is no longer the guardian of the house. This will raise awareness of the different services offered by the company. Finally, point-of-sale graphics and radio spots will also be deployed.

"We needed a campaign that would help us to explain the benefits of the alarm in a simple and didactic way, but at the same time entertaining and differential. We believe that talking about security from the point of view of someone who until now has been considered the guardian of the house is the perfect vehicle for this and we are very happy with the result," said Fernando Saldaña, commercial director of Movistar Prosegur Alarms.

"We have developed a creative concept that goes beyond selling alarms to help convey peace of mind through humour, while continuing to help differentiate the Prosegur Alarms brand from the rest of the sector," says Daniel Pownall, creative director of VMLY&R Spain. "It has been a great experience to work with Dash & Phil, the dogs who star in the advert, and to give prominence in advertising to such an important part of our lives as pets."