Hunters: brand strategy and advertising campaigns

The project covered physical security, monitoring and technical security systems. The offer served both businesses and individual customers, so we needed to distinguish the audiences and organise the messages for each service.

We began with workshops at the client's premises. We clarified the brand's foundations, defined its audiences and analysed competitors' communications. This led to a direction centred on peace of mind and support in everyday life.

We developed the slogan “One step ahead, always by your side”. It was introduced on the website and in brand materials. We also prepared language guidelines: communications should be clear, approachable and understandable to people without specialist knowledge of security systems.

We translated this direction into a set of advertising creatives. A shared idea connected the materials, while each ad addressed specific services and audience needs.

We audited the existing search campaigns and implemented analytics to track website traffic and user behaviour. Using the data collected, we revised the contact forms to make submitting an enquiry easier.

The work therefore also covered what happens after an ad click: enabling someone interested in a service to explain what they need.

We structured Google and Meta campaigns by service and audience, separating business services from those for individual customers. The project included campaign optimisation and reporting through interactive dashboards available to the client.

We brought brand strategy, creative work, ad delivery and website enquiries into one process. Each element was designed around the same audience and its needs.