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Ila ‘It Screams’ outdoor advert

Agency: BBH

Client: Ila

BBH’s brand invention company, Zag, today announces the launch of its first advertising campaign for ila DUSK.

The campaign is designed to generate awareness for the brand and increase footfall into retailers. A unique partnership has been struck between Zag and media planning and buying agency Kinetic Worldwide, which has led to a large-spend outdoor burst lasting two weeks.

The outdoor ads, created by Zag, highlight ila DUSK’s unique feature: its piercing scream. In the executions, the product is set on shattered glass to illustrate the effect a scream can have.

The campaign is part of an innovative partnership between ila Security and Kinetic Worldwide that sees both partners share in market success. Kinetic brought to life a media plan to reach women when they are thinking most about security.

ila DUSK is a personal security product designed to keep women safe. It is a stylish personal alarm designed to be the most effective product on the market. Not only does it look great, but it also emits the sound of a female scream instead of a siren. This is in response to the insight that women sometimes lose their voices when adrenaline kicks in under stressful circumstances.

ila DUSK was launched in November 2008 in Marks & Spencer stores across the UK and sold over 20,000 units in its first three months. It will be available in NEXT across the UK in September 2009. This autumn, ila Dusk is back with three new designs.

Zag Chief Executive Officer, Neil Munn, said “This is an innovative partnership that suits the ambitions of both businesses, Zag and Kinetic, but more importantly, suits the needs of the ila brand. A core part of ila's focus is 'unsafe journeys' and this has a great fit with the sort of out of home reach that Kinetic can provide.”

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