BOSTON Via is launching its first major integrated campaign for the LoJack stolen vehicle recovery system since adding the account last summer. TV, print and online elements are all in the mix.
Spots feature dark, arty direction by Ramaa Mosley and a brooding piano score. They tell stories of people's everyday experiences with LoJack, focusing on car and motorcycle recovery and the resulting piece of mind. One ad shows a middle-aged couple stranded in the wilderness at night after their Viper gets pinched. LoJack quickly retrieves the bike. Actor Nick Kokotakis narrates.
The tagline has been tweaked to "Get it back with LoJack" from "Get it. And get it back."
Five 15-second commercials will appear on major cable networks like A&E, ESPN, TBS, Lifetime and USA.
Venues for the digital push include the automotive channels of About.com, AOL, MSN, Yahoo!, MSN and Traffic.com. There's also a new microsite.
"Car buyers today have a false sense of protection," said Greg Smith, CCO at Via. "The threat of theft is very real and when it happens it is a traumatic experience. The campaign reaches people by touching on the emotions that are associated with theft and the security that is guaranteed with LoJack."
Independent Via in Portland, Maine, added LoJack last July following a review. IPG's Hill, Holliday, Connors, Cosmopulos in Boston had previously handled the assignment.
Westwood, Mass.-based LoJack typically spends about $5 million annually in measured media, per Nielsen Monitor-Plus.