HHCL kicks off Safedoor brand push

HHCL & Partners has revealed its first press work for Securicor eSolutions' Safedoor internet shopping service, after winning the account last year.

HHCL & Partners has revealed its first press work for Securicor eSolutions' Safedoor internet shopping service, after winning the account last year.

The campaign aims to show how blase consumers are with their credit card details in everyday life and the benefits of the new service, which allows consumers to shop online after giving their financial details only once to participating shopping sites.

In one execution, a woman on a golf course gives her credit card details, while a fellow golfer confides that he has piles. In another poster a man reveals he 'smells funny' while a carefree woman shouts her credit card details. The last execution shows a smiling man giving his details as a jogger reveals she 'likes shaving animals'.

As well as appearing in selected press, the campaign will run online.

Securicor has invested pounds 2 million in the online drive, which will target opinion-formers and those most likely to shop or pay for goods and services on the internet.

Securicor eSolutions' marketing director, Nigel Marson, said: 'HHCL & Partners has worked closely with us from the beginning to launch this service, and has been involved in the business planning and development of the brand as well as the launch advertising campaign.'

He added: 'We show people happily revealing credit card numbers to the world, while others reveal rather more personal information. We want to get people talking and generate significant word-of-mouth interest in the Safedoor brand.'

The campaign was written by Simon Welsh and art directed by Tom Geens.

The photographer was Alan Grainger. The media buying for online work is through i-Level, and John Ayling & Associates is handling the press.



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