LoJack Revamps Its Radio Ads; Adds Print

By David Gianatasio





BOSTON–Greenberg Seronick O’Leary & Partners is targeting businesses and individual consumers with a campaign touting LoJack’s stolen vehicle police recovery system.





The new creative work marks a departure for LoJack, which is testing billboards and print ads after having relied on radio ads in the past, said Peter Alemian, the Greenberg Seronick vice president who oversees the account. Radio helped build LoJack’s reputation but lacks the emotional power of visual elements; the agency believes these are needed to drive home key selling points and keep the business growing, Alemian said.





A pair of billboards recently unveiled on busy New England highways feature offbeat visual components.