Rising crime leads to first TV campaign by CCTV company

A close circuit television (CCTV) company has decided to cash in on rising consumer concern over the increasing number of thefts and burglaries by advertising its domestic security cameras on television for the first time.

Micromark CCTV, owned by Bridisco, has appointed ad agency Inferno to create the advertising for a £200,000 trial in the Tyne Tees region. The campaign, which starts in October, will carry the strapline: “Micromark – peace of mind for just £29.99”.

Inferno was appointed after a three-way pitch against HDMAgency and Cartwright. Media/AMS will handle media planning and buying. If the trial is a success, the campaign will be rolled out to other regions.

Figures released by the police for the year to March 2002 show a two per cent increase in recorded crime, with the first rise in burglaries and thefts for ten years. In contrast, the British Crime Survey estimated a fall of two per cent. The Government has vowed to reduce domestic burglary by 25 per cent between 1998 and 2004.

Micromark head of marketing and communications Julie Dommett says that the company needs to increase its brand awareness and inform consumers that CCTV systems are affordable and easy to install.

Micromark CCTV has also teamed up with the television show Crimestoppers, and will highlight its support of the programme on product packaging.

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