Market Situation:

Master Lock was getting ready to launch a new combination lock specifically targeted to the Tween market. Success of the new product introduction depended greatly on gaining distribution in Wal-Mart and Target prior to the back to school sale season. They felt an unconventional marketing solution was called for, which is why they awarded the assignment to the Chicago creative agency whose website you currently are checking out.

Our Solution:

Rather than market the combination lock on Master Lock's heritage, we positioned the new product as a fashion item, unlike the traditional combination lock that has adorned school lockers for generations. This brand position was reinforced in an integrated campaign utilizing cinema, web, texting, and print advertising.

The Result:

Distribution of Master Lock's new G.I.o combination lock at Wal-Mart and Target exceeded sales projections by 23%.

The Ungar Group
Boutique Advertising Agency Chicago and the North Shore