A new product to help victims of road rage attacks is to launch with a
pounds 5m advertising and promotional campaign.
Skynet, to be launched by the McWilliams Partnership, is designed for
both vehicle and personal protection and offers drivers global vehicle
tracking, a panic button linked to emergency services, a voice-activated
alarm system, and a digital cellular phone.
It can also offer customers direction information, should the driver get
lost.
Skynet, developed by a consortium of telecoms and security experts, is
the first time all aspects of technology have been combined to make one
product.
Robert Yorke, founder of the former Britannia Security Group, is
managing director of Skynet.
John McWilliams, chairman of Skynet’s agency The McWilliams Partnership,
said the launch will coincide with the sale of the P-registration cars
in the summer and will begin with radio, posters and national press. A
TV campaign will start in early autumn.
‘We have to create a brand from scratch and have used a halo as the
symbol of the product. We have to give a human face to the technology -
in the age of road rage it’s comforting that there’s a presence out
there looking after you,’ he said.
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