Brinks Home Security targets millennial homeowners with brand revamp

Dive Brief:

Brinks Home Security unveiled a rebranding with a new campaign titled "Be Sure Sure," according to news shared with Marketing Dive.
The campaign was created with agency Barton F. Graf, which was awarded the account earlier this year. It highlights Brinks' customer experience and fast response times. Brinks is also unveiling a new experience that focuses on personalization, as well as an electronic customer relationship management (eCRM) system.
"Be Sure Sure" will run across multiple channels and includes a 30-second TV spot titled "Sure Is Not Enough" showing people at moments when they may have wished they had a security system, such as coming home to a house that's been robbed. The campaign will also launch on digital and social channels.

Dive Insight:

With its rebranding and new campaign, Brinks is targeting tech-savvy millennials, who currently make up the largest home-buying segment. The home security company is focusing on reaching consumers across a variety of digital touch points by creating personalized experiences that will hopefully resonate with younger generations.

By incorporating an eCRM into its marketing strategy, Brinks also will be able to collect valuable customer data that can help drive its personalization efforts. Automation tools, including artificial intelligence, are playing a more prominent role in campaigns to drive marketers' personalization efforts and improve return on investment. Marketing automation spend is projected to reach $25.1 billion by 2023, growing 14% annually over the next five years, according to Forrester research.

More marketers are working to enhance personalization in their marketing campaigns to provide unique experiences with consumers. Younger consumer increasingly expect brands to listen and respond to their needs, and personalization in marketing can help build brand awareness and loyalty among consumers.

Personalization can be tricky for marketers, who walk a fine line between serving tailored messages and alienating consumers. Nearly half of consumers, or 48%, reported leaving a brand's website and purchasing elsewhere after a poor brand experience, according to a recent Accenture study.