Case Study

Creating smart sales for Yale with an integrated campaign

The challenge

Yale, the world’s favourite lock, is the brand behind locks of every design and function in over 125 countries. As one of the oldest international brands, today’s Yale is among the best-known and most respected names in the lock industry, with millions of Yale locks in use worldwide.

In 2015 the company wanted to expand into the smart home security market and Edson Evers was tasked with positioning Yale as number one in smart home security and as a leading player in smart home automation. As well as driving sales for its own smart locks range, the company also wanted to achieve integration with major home automation systems.

The solution

In addition to producing a multitude of content and collateral, including everything from photography, brand guidelines and packaging to videos, ad concepts and web banners, the agency also commissioned a survey designed to position Yale as thought leaders in the smart home market.

Not only did the survey prove to be an excellent resource for sales, Yale brand channels, PR campaigns and digital content, it also helped secure Yale’s position as a leader in smart automation.

Yale product in situ for edson evers case study image
Yale product in situ for edson evers pr case study

The results

The Yale Smart Living products are now stocked in all key DIY retailers, as well as new electronic retailers, such as Argos and Maplin. In addition, Yale has secured integration with major home automation partners, such as O2.

Thanks to the consumer PR campaign the products received national coverage in print, online, radio and TV with over 800 media insertions in 18 months, providing over 100 million impressions.

The key business result was a significant increase in sales across its smart products, with alarms seeing a 50% increase, whilst CCTV systems increased by 210% and smart locks saw the largest boost of 250%.

“Edson Evers has been instrumental in helping Yale develop its Smart Home PR and Marketing strategy. Edson Evers is a professional agency with an excellent team, which understand Yale’s needs and deliver every time.

“I would not hesitate to recommend them.”

 

David Herbert

Business Development Director – Yale Smart Living

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