Heat

NETGEAR - Arlo Burglar on Demand

Overview

To prove how Arlo Smart Security Cameras protect the things you care about most in and around your home. We teamed up with the bad guys to create Burglar On Demand, a live security advice service on Twitter powered by ex-burglars.

Challenge

Home security companies have long used fear tactics to scare homeowners into buying their products.

Solution

Prove that Arlo Smart Security Cameras are smarter than that by making friends with the bad guys, and putting their criminal knowledge to good use. Created Burglar On Demand, a security advice service on Twitter that was fun and helpful — not scary.

Results

In only two weeks, the campaign achieved a 44 percent increase in brand preference.