How Eastern Security’s Marketing Innovation Set a New Standard
The Challenge
As the security industry evolved, some companies cut corners— opting for work-from-home alarm monitoring instead of properly staffed, supervised central stations. Eastern Security saw this as a dangerous trend, one that unnecessarily put lives and property at risk. With little oversight, unreliable residential internet, and endless distractions, remote alarm monitoring was a disaster waiting to happen.
But simply telling people wasn’t enough. Eastern Security needed to show why this practice was reckless— and do it in a way that couldn’t be ignored, which would ultimately result in an award-winning security marketing campaign.
The Strategy: Exposing the Risks— One Video at a Time
Instead of a traditional ad campaign, we launched a hard-hitting video series that took direct aim at work-from-home alarm monitoring. The 10+ video campaign exposed the flaws, failures, and outright absurdity of delegating something as critical as emergency response to home-based operators.
The series highlighted:
- Unsupervised operators making life-or-death decisions with no supervision.
- Spotty residential internet and insufficient backup power dropping alarm signals.
- Constant distractions— barking dogs, screaming kids, eating while on the phone, and more.
- Privacy and liability concerns.
The absurdity of it all, with real-world scenarios that made people question how this was even allowed. We didn’t just criticize the practice— we baited Eastern Security’s competitors into defending it.
The Industry Takes Notice
As the videos gained traction, security companies that relied on remote monitoring jumped into the comments, trying to justify their practices. This only fueled the fire, drawing more eyes to the campaign. Then, IPVM— one of the industry’s most respected sources, covered the story.
Suddenly, what started as a low-budget, after-hours project had turned into a full-blown industry debate.
The Results: A SAMMY Award for Best Social Media Campaign
Despite a shoestring budget, filming after hours, using employees and friends as voice actors, building our own sets, and working with little more than a few props and the occasional cheeseburger, this campaign made a monumental impact.
A Bold Campaign That Redefined Security Marketing
Our unconventional, hard-hitting campaign for Eastern Security took a stand against work-from-home alarm monitoring— and the industry took notice. By exposing the risks of remote operators, engaging in public debate, and sparking a conversation that even competitors couldn’t ignore, we turned a low-budget project into an award-winning movement.
Why It Worked
- A strong message beats a big budget. Creativity and authenticity often resonate more than polished productions.
- Challenging industry norms gets attention. Calling out bad practices forces meaningful discussion.
- Engagement is engagement. Even pushback can fuel visibility and brand awareness.
This campaign wasn’t about winning an award— it was about reshaping industry standards, and leading a conversation that mattered. That’s what made Eastern Security a SAMMY Award-winning brand.
