DISCOVER PROJECT
Banham Patent Locks
Marketing Brand Campaign
Our goal was clear: shift from a purely product-driven strategy to a brand-led campaign that would raise awareness, strengthen equity, and build long-term trust.
2024
SERVICES:
Branding, UX/UI, Art Direction, Design, Marketing
The Challenge
Banham is known for securing Britain’s finest homes. Despite a strong product portfolio, awareness in their target market was less than 50%. Competitors continued to outspend them, while wider market challenges - such as a decline in home movers and luxury goods sales - further reduced opportunities. The challenge was to protect lead volumes while elevating Banham’s brand presence and credibility.
The Process
We rebalanced from product-first to brand-led. Retention campaigns nurtured existing customers, while new ATL activity built awareness and trust. Strategic tests gave us data on new channels for future scaling. Audited current product-heavy campaigns and identified reliance on short-term leads. Shifted media investment towards brand-building channels while maintaining core product activity. Designed and tested new acquisition routes, including door drops and direct mail. Created emotionally-led creative assets for digital display and audio. Deployed across targeted affluent postcodes in London and the South East
Security is about peace of mind, not just products. The campaign design focused on storytelling - showing real moments of safety, family, and trust. Warm, aspirational imagery and a familiar voiceover created emotional connection while reinforcing Banham’s premium positioning.
The Solution
• Digital display campaign built from social audience clusters, reaching 2.3M users. • Digital audio across radio, streaming, and podcasts, voiced by Greg Marston, with 3.2M impressions. • Direct mail with personalised letters, leaflets, and QR codes for almost 4k targeted homeowners. • Door drop pilots in key postcodes, complementing ATL messaging.
The Impact
• Delivered millions of impressions across targeted affluent audiences. • Established a new creative direction rooted in emotional storytelling. • Generated strong engagement benchmarks and controlled acquisition costs. • Built a measurable framework for brand awareness tracking.
This campaign elevated Banham from a product-led advertiser to a trusted brand storyteller. It not only drove leads but also set a new standard for how the brand presents itself to high-value homeowners.
