ABLOY Keyvolution wins SABRE Award for pioneering the digital disruption of locking and access management
Abloy Oy has won the SABRE Awards EMEA category Technology: Hardware for their creative marketing concept ABLOY Keyvolution. The concept highlights the transformation of the mechanical key to a digital key and platform, positioning the company as a pioneer in the technological disruption of the industry.
Abloy has been recognized for its revolutionary ABLOY Keyvolution concept at the SABRE Awards EMEA 2023—the world’s biggest PR awards programme—in Frankfurt, Germany. Developed in collaboration with Abloy’s Finland-based creative lead agency partner SEK, the concept emphasizes the transformation of the mechanical key into a digital key and a future-proof platform.
Abloy launched its first keyless mobile-use access management solution, ABLOY BEAT, in 2020. Recognizing that keys were not disappearing but instead transforming, the company coined the term "keyvolution" to communicate its overarching, intriguing story about the ongoing technological development in digital locking. The ABLOY Keyvolution concept and storytelling were launched, with various teasing content targeted at niche, professional target audiences. The concept was also applied to the launch of the next keyless solution, ABLOY CUMULUS, in 2021.
The SABRE Awards trophy.
Positioning ABLOY as a pioneer in the technological disruption of the industry
In 2022, Abloy decided to own the Keyvolution concept more broadly and deeply, putting it on the lips of global target audiences and strengthening the company's image as a digital solutions provider.
The company crafted an entertaining brand film, with a classic heist film screenplay and scenic design, to concretise the keyvolution phenomenon. The brand film, supported with product-specific native advertising on media networks and social media, was shown at cinemas, on video-on-demand channels, and on social media. The campaign directed security and facility professionals as well as consumers to the Keyvolution campaign webpage with content about keyless ABLOY access solutions.
"These launches were not just product launches. Instead, with the invaluable help of our marketing communications agency, we have introduced a whole new technology. We are continuing our Keyvolution theme we started a couple of years ago. The creative concept has clarified our thinking of our own transformation in the digitalisation of the industry, building our over 115-year-old company into a modern leader in security and access management,” said Johanna Varis, Head of Marketing, Abloy.
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