Early last year decorative door hardware and door security suppliers UAP Limited launched a new retail range after spotting a gap in the market for high quality, effective, easy to install and affordable solutions to upgraded home security.
This new retail range was branded MAX6MUM SECURITY® and was presented in eye catching yellow and black blister packaging. To begin with the range consisted of UAP+ Zero Lift anti-snap cylinders, UAP’s anti-vandal letterplates, door chains and guards and cylinder gauges. The range has now expanded to include door viewers, letters and numerals, mortice locks and door knockers. Window security and safety products were also recently introduced with the launch of the MAX6MUM SECURITY® Sash Jammers and the Baby and Child Window-Safe™ Restrictor.
The MAX6MUM SECURITY® range consists of everything required to turn a weak defenceless door into a protective barrier against burglars. UAP are now looking to establish the brand as a market leader in home security by increasing the brand presence and making it instantly recognisable as a security range.
To do this UAP are investing heavily in marketing, this has already seen the development of a dedicated consumer website and an iPad app where users can design their own MAX6MUM SECURITY door. MAX6MUM SECURITY® can also be found on social media channels such as Facebook, YouTube, Twitter and Instagram.
To give the brand a face UAP developed a brand superhero called Max, he represents the strength and security that the products provide. To help promote the Baby and Child Window-Safe™ Restrictor UAP has also recently created twin toddlers for Max. Milo and Millie are representative of most toddlers who are unaware of the dangers around them, they can be used to demonstrate just how easy it is for children to get themselves into dangerous situations.
This can be seen in a new thirty second animation currently in production. The advert will feature the twins causing havoc as they chase a ball around an apartment and then proceed to follow it out of a window. Max then has to race to catch them; the close call prompts him to install a window restrictor. This video will form part of a new marketing campaign which encourages people to be their own superhero.
UAP’s Marketing Manager Ben Jennings explains: “MAX6MUM SECURITY® is now an established brand and can be found in numerous independent retail outlets, DIY stores and home stores. It is now time to focus our efforts on promoting the brand to the consumers and to do this we need a campaign that will stand out.
“Therefore we are launching our “be your own superhero campaign” which will promote the message that by installing MAX6MUM SECURITY® products anyone can make their home safe and secure from burglars or prevent their children from falling from windows, and so anyone can be a superhero.”
As part of the marketing campaign MAX6MUM SECURITY® is sponsoring the Smooth Radio North West Toy Appeal. This includes a heavyweight airtime campaign across Smooth Radio, Real XS and Real Radio, a digital campaign which will see it take over the Smooth Radio homepage for a week and a competition on the website.
To promote the window restrictor UAP will be advertising in parenting magazines over the next year, these will include “AuKids”, a magazine for parents with children who have autism, and “at home parenting with Jo Frost.” It will also work with bloggers to raise awareness of the product and the issue of children falling from windows.
Other marketing efforts extend to point of sale materials to help the range stand out on the shelves, these include eye catching yellow and black blister packaging, counter and floor display stands, leaflets, brochures and tailored literature.
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