To honour some of the world’s greatest structures and forerunner companies secured by ABLOY, Abloy Oy launched the Securing Greatness campaign. In May, Abloy and their creative agency partner SEK were awarded in the EMEA IN2 SABRE Awards event in London.
On Friday, 27 May, Abloy had the honour of receiving the EMEA IN2 SABRE Awards in London. Their brand marketing campaign “Securing Greatness” won the category Best Content Creation for Media Sites (Paid). Other winners in the Sponsored & Paid Media section include noted brands, such as Samsung Electronics, Mattel and UBS Switzerland.
SABRE Awards is the world's largest PR awards program. The IN2 series specifically celebrates insights and innovations. You can find all IN2 SABRE Awards winners here.
Johanna Varis, Marketing Manager, Abloy Oy and Aaron Yule, Managing Director, Abloy UK were on site at The Ham Yard Hotel in London to receive the award. They were joined by their Finland-based creative lead agency partner SEK.
The SABRE trophy.
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ABLOY secures some of the world’s most recognized and greatest structures, cultural heritage pieces and forerunner companies. To honour these sites, Abloy Oy launched the “Securing Greatness” campaign last year.
Many of these locations are significant, even irreplaceable, because of their local history, cultural treasures or their importance for the global economy and the entire humankind. The stories of these places deserve to be told.
Abloy is considered as one of the industry's high-end trusted and respected partners among its customers. However, the international security industry is competitive.
“We wanted to find an interesting and distinctive way to increase ABLOY brand awareness as a builder of trust and as a forerunner of security solutions on an international scale. But what would these places say about themselves if they had the ability to talk? We decided to find out. And so, with the help of our partner agency SEK, the concept was born,” Johanna Varis explains.
Abloy created a marketing concept that stands out in the business-to-business market environment by giving the iconic ABLOY-secured structures a spotlight and a voice of their own. The treasures of the world’s largest cultural history museums, the lavish casinos of Macao, mission-critical data centers, canals vital to world trade, and the historical Helsinki Olympic Stadium all tell in a brand film what they have seen and experienced over the years – and how safe they feel right now.
Securing Greatness has been executed online, where the film’s stories and other customer reference stories continue. It will also be displayed in events and other stakeholder meetings globally and locally. The campaign is planned to run at least throughout the year 2022.
“We now have a concept that will last over time and continue with new content, visibility and stories throughout the year with ABLOY offices worldwide. Through these stories people get to know high-profile ABLOY-secured environments and their surprising secrets and facts,” Johanna Varis says.
The campaign has been aimed at Abloy’s international markets, where it has raised global interest.
“For the first time, we had made a brand film that also evoked great pride and togetherness with Abloy among all of our employees,” Johanna Varis says.
In Facebook, for example, the brand film reached 51 times more views and over 69 times more reactions than the average ABLOY post.
While the stories spread online, new ABLOY customer references have stepped forward wanting to participate. One example is Fondazione Musei Civici di Venezia (MUVE) that manages eleven museums and the cultural heritage of Venice. These new stories also deserve to be told. This is only where it begins.
Join the conversation on social media with #SecuringGreatness and #AbloyForTrust.