CHI creates launch ads for Armadillo

Clemmow Hornby Inge has been appointed by the Swedish lock company Assa Abloy to handle the launch of its high-street stores, Armadillo.

CHI has devised the Armadillo name, logo and advertising for Assa Abloy, which owns more than 100 lock brands including Yale, Union and Chubb.

The service, Assa Abloy's first consumer offering, will provide cutting-edge security systems, including locks that can be operated by remote control, mobile phone or thumb scan, as well as keys that will only work at pre-determined times or days.

The products will be offered through a new line of shops, which will launch on 12 February with a shop in Sutton Coldfield. An Australian store opened last year.

CHI's above-the-line campaign incorporates press and outdoor executions using the strapline: "Home security has evolved." It will be backed by below-the-line activity.

The ads were written by Rupert Jordan and art directed by Ewan Macmillan. The stores were designed by the London-based design consultant Dalziel & Pow.

The CHI managing partner, Johnny Hornby, said: "It has been exciting creating and developing Armadillo's brand over the past few months. We are all eagerly awaiting the UK launch and future global roll-out. Assa Abloy came to us with a genuinely big idea and we look forward to helping it change the dynamics of what had been a commodity-based market to date."

Armadillo will also offer free advice and installation, as well as 24-hour aftersales support. The UK launch is expected to be followed by the roll-out of stores across Europe.

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