The Brief

For prominent VIPs and celebrities, personal security is a growing concern. The objective of the sales promotion was to get prospective VIP customers to ensure that NCT Bodyguard Services stood out in a very cluttered security service market. The strategy was to provide these VIP customers with a memorable promotional piece that not only told them of the services that the company offered but was something that they would carry with them as a constant reminder.

Creative Execution

The promotional piece communicated our company’s philosophy of “Always protecting you,” and allows our target group to really feel the level of security the company provides. The card could be removed from the box and carried by the client. In this cluttered market, the creativity of the piece became a talking point.

Describe the creative solution to the brief/objective.

We designed a unique presentation case that had a bullet hole in the metal cover. Once the case was opened, the client discovered the bullet that had made the hole itself. Lying beneath it was a business card made from Kevlar that had stopped the bullet. This special case was presented to prospective VIP clients on sales calls, but there is just a bullet hole on the cover.

Results

The response was far better than expected. New assignments for the company increased 22%. But more importantly, we differentiated ourselves from our competitors and reinforced our key message of “ Always Protecting You.”