Portland, Maine — The VIA Group announced that it would launch a major national campaign for LoJack Corporation. The campaign broadens the scope of LoJack’s marketing to date with the goal of increasing the relevance of the brand and driving interest and purchase. LoJack is a provider of wireless tracking and recovery systems for mobile assets and global stolen vehicle recovery, with its proven solutions and direct integration with law enforcement. The campaign builds on LoJack’s strong brand awareness while also speaking to the critical need for and benefits of owning a LoJack system.
The campaign includes national television, extensive digital and trade print elements. Five 15-second television spots will run on major cable networks including A&E, ESPN, FX, TBS, USA, the Weather Channel, Lifetime, Discovery and the Speed Channel. The emotive spots, directed by Ramaa Mosley, feature actors playing everyday individuals from across the country talking about their experiences with auto and motorcycle theft and LoJack’s answer to their problems. Each spot is visited by the memorable narrator, played by actor Nick Kokotakis.
The digital element will feature flash, PointRoll-based banner executions, rich-media units and a custom microsite. The digital campaign drives home the message that automobile and motorcycle theft is a very real threat, and LoJack is the one guaranteed protection. Digital work will appear on a full spectrum of automobile and motorcycle sites targeting consumers as they research and review information about automobiles and motorcycles. Sites include autotrader.com, cars.com and motorcycle.com as well as a full complement of automobile and motorcycle lifestyle/general interest sites and portals including About Autos, AOL Autos, MSN Autos, Yahoo Autos and Traffic.com.
"The campaign will enable LoJack to create strong and relevant connections with consumers," said Paul McMahon, director of corporate communications, LoJack. "LoJack's powerful brand is one of our company's greatest assets, and this campaign will leverage that asset to effectively strengthen our leadership position and increase consumer consideration of our products."
“Car buyers today have a false sense of protection,” said Greg Smith, VIA’s chief creative officer. “The threat of theft is very real and when it happens it is a traumatic experience. The campaign reaches people by touching on the emotions that are associated with theft and the security that is guaranteed with LoJack. LoJack has taken a strong leadership position with a far-reaching campaign that will appropriately impact consumers in an uncertain economy.”
The campaign also includes print and online executions for LoJack’s commercial construction product. Ads will run in key commercial trade publications and on trade Websites. The creative is focused on the launch of LoJack’s new fleet management system, LoCate by LoJack.