LifeLock chooses Lowe Campbell Ewald as agency of record
January 26, 2014 - Detroit, Marketing communications agency Lowe Campbell Ewald has created a new campaign for LifeLock, Inc., a leading provider of proactive identity theft protection services for consumers and identity risk assessment and fraud protection services for enterprises. This is the first piece of creative to come out of LifeLock since Lowe Campbell Ewald was named its agency of record (AOR) in October 2013.
The national campaign is a new approach and tone for LifeLock, shifting the communication platform to focus on empowering consumers to live freely and give them peace of mind. The campaign is part of the company's goal to expand its brand to a broader audience by showing how it understands consumers' desires to engage in an always-connected world.
The campaign spots created by Lowe Campbell Ewald show a wide range of online users, going about their daily lives online. The ads end by stating: "While you do your thing, we'll be here at LifeLock doing our thing - monitoring over a trillion data points, watching out for things your credit card alone can't, and relentlessly protecting your identity."
"Recent news headlines have brought the issue of exposure of personal information to the forefront, and now more than ever, consumers are searching for better solutions that protect them and complement their lives," said Mark Simon, Chief Creative Officer of Lowe Campbell Ewald. "As our lives become more intertwined with the Internet, LifeLock is there to allow people to enjoy fully-plugged and connected lives. We are thrilled to unveil this campaign that is based on freedom."
"This campaign marks a fundamental shift in our approach. Designed to educate consumers as well as showcase our patented alert technology, we believe a broader audience will be more receptive to a freedom based message," said Seth Greenberg, Chief Marketing Officer of LifeLock. "When consumers access everything the digital world has to offer, they're also opening themselves up to some of the risks of the digital world. That's where we come in. We want consumers to live life freely, knowing LifeLock is protecting their identity."
The "Do Your Thing" campaign debuts on Jan. 27 on several top-tier cable networks, as well as broadcast networks in the coming weeks.
With the launch of this new campaign, LifeLock is also revealing new branding which includes an evolution of its logo. The updated LifeLock logo features the word "Life" in bold font, a nod to the campaign's emphasis on the consumer and the human element of the product which offers 24/7/365 member support. Other small changes freshen the logo and give it more of a "tech" feel.
About Lowe Campbell Ewald
Lowe Campbell Ewald is a full service, fully integrated advertising and marketing communications agency in the U.S. The agency provides both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. As the U.S. hub for the Lowe and Partners global network, Lowe Campbell Ewald has offices in Detroit, Los Angeles, New York and San Antonio. Clients include Alltel Wireless, Atkins Nutritionals, Inc., Cadillac, Consumers Energy, Detroit Lions, Kaiser Permanente, LifeLock, Inc., Olympic Paints and Stains, OnStar, USAA, the United States Navy and Western Governors University
LifeLock, Inc. (NYSE: LOCK), is a leading provider of proactive identity theft protection services for consumers and identity risk assessment and fraud protection services for enterprises. Since 2005, LifeLock has been relentlessly protecting identities by providing consumers with the tools and confidence they need to help protect themselves from identity theft and manage their credit. In October 2012, Javelin Strategy & Research named LifeLock Ultimate™ a “Best in Class Overall” identity theft protection solution and also named it “Best in Detection”. In March 2012, LifeLock further demonstrated its commitment to combating identity fraud with the purchase of ID Analytics, Inc., a leader in enterprise identity risk management that provides visibility into identity risk and credit worthiness. ID Analytics, Inc. currently operates as a wholly owned subsidiary of LifeLock, Inc.