Slomin's Home Security

Slomin's Home Security is an integrated home security, alarm system, and professional monitoring company based in New York. Part of 100-year-old Slomin's Inc., the home security line of business found itself struggling to differentiate its offerings in an increasingly crowded and automated field.

Where the majority of Slomin's competitors rely on technology to provide home 'security', we helped the company emphasize what makes them unique in the sector: the real people behind every single security system.

Unlike most home security systems, Slomin's has humans at the end point of every element of their service and experience: from initial audit and needs assessment, to installation by professionals, to real-time monitoring and support.

We launched a campaign called "The Real Humans of Safety" to help communicate Slomin's USP. This included a 60 second TV spot broadcast nationally, as well as cutdowns shared across organic and paid social media. We extended the campaign across social media, seeding its themes prior to launch before repurposing content and B-roll to drum up awareness during the sustain period.

Additionally, we introduced a brand new tagline of "Slomin's: The Difference is Human" for the main Slomin's brand and all lines of business, as well logo and brand book refresh.