KIDDE
  CHALLENGE
 
  • Increase sales for carbon monoxide (CO) alarms in states with new legislation mandating the devices.

  • Blanket three states with CO safety messages using limited budget, within a three-month timeframe.
  APPROACH
 
  • Build campaign around the theme "Don't Wait 'Til It's Too Late" to create a sense of urgency and to counter varying legal requirements for CO alarm compliance.

  • Design and establish a new website, KnowAboutCO.com, and drive consumers to the site.

  • Partner with a third-party expert, the American Society of Home Inspectors (ASHI), to help carry the message to the marketplace.

  • Employ a range of media strategies – news conferences, mat features, feature story pitches, op-eds, PSAs and letters to the editor to maximize reporting on the issue.
  RESULTS
 
  • Radio, TV and print stories throughout targeted states.

  • 20,000 KnowAboutCO.com bookmarks distributed by libraries in Massachusetts, Vermont and Connecticut.

  • Promotional campaign with product give-away on six radio stations.

  • Direct mail to ASHI members in targeted states.

  • Sales increases of up to 700% in target markets during the campaign's duration.