CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 8th Annual Shorty Awards

Burglar on Demand

Finalist in Real Time Response, Technology, Multi-Platform Campaign

Entered in Twitter

About this entry

Arlo's brand mission is Engineering A Worry-Free World—an ideal based on the fact that people work hard to pull together the resources to buy a home. They grow their families and, when they reach their mid-30s to early-40s, worry begins to creep into the back of their minds. Our goal in launching this brand has been to demonstrate how Arlo can protect the things you care about most in and around your home—with a "smarter" solution.


Why does this entry deserve to win?

Instead of using fear tactics (as other home security companies do) we made friends with the bad guys. We put their previous criminal knowledge to good use and created Burglar On Demand, a live security advice service on Twitter that's powered by ex-burglars.

Turning the category's "fear tactics" upside down, we kicked off our campaign with a 4-minute video in which a burglar with a disguised face and altered voice helps a family wiseup to their home's weak spots while safeguarding it with Arlo smart home security products.

This video drove to our Burglar On Demand HQ, where our live Twitter service (which is staffed by real ex-burglars) focused on answering questions and scanning Twitter for oversharers bragging about their #bigpurchases. We used all these opportunities to educate our audience on risky behaviors. Additionally, we bought paid search terms like "handyman" and "dog walker" to warn people of the risk of burglars posing as domestic help. In the end, Burglar On Demand started a smarter conversation on home security that was fun and useful, rather than scary—and that doubled sales, as well.

Media

Video for Burglar on Demand

Produced by

Heat, Arlo

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.