ASSA ABLOY Chubb at Heart Campaign
ASSA ABLOY are the global leader in door opening solutions and home to some of the world's most recognised security brands including Yale, Chubb and UNION – but what would happen if one of these famous brands was no longer available?
Although the Chubb brand has been synonymous with locks for over 200 years, the brand itself is owned by an American company that is more focused on its Fire and Security business. When they announced that the license to use the Chubb brand for locks would not be renewed, ASSA ABLOY faced exactly that dilemma.
The product range would actually continue almost unchanged under the Yale and UNION brands, but our brief was to communicate this to the locksmiths, tradesmen, consumers and insurance and security companies who have known and trusted the Chubb brand for so many years. No pressure there then!
Initially the brief seemed like something of a poison chalice. We were painfully aware that Chubb has a long and rich heritage for staff, locksmiths and consumers alike, and is one of the world's more recognised brands. How could we turn the loss of such a valuable asset into a positive?
The turning point in our thinking came when we decided to embrace the sense of loss everyone felt for the brand, and stop trying to pretend it was a positive. Instead, we devised a campaign that made it plain ASSA ABLOY shared everyone's regret at the loss of the brand and pride in its achievements, but also emphasised the fact that aside from the name, nothing was changing, and the offering was still 'Chubb at Heart'.
The Chubb at Heart logo was formed from the component parts of the original Chubb Locks brand and so was instantly recognisable, and the heart was used to symbolise the emotive attachment that people had to this great brand.
The branding served as a great figurehead and rallying cry for the campaign, but we also created a visual style with loads of impact, that would reinforce our core message. We devised a style based on X-ray imagery – showing the Chubb products with the Chubb branding still displayed under the skin – literally showing the products were 'Chubb at Heart'.
The headlines used throughout the campaign, also kept driving home the messages that 'nothing was changing except the name' and 'welcome to the future' which further highlights the positive message of the campaign.