2015 DRTV CREATIVE PRESENTATION BY APRIl 9, 2015 1
lIFElOCK 2015 DRTV CREATIVE PRESENTATION TODAY PROJECT OVERVIEW KEY CREATIVE ElEMENTS CONCEPTS NEXT STEPS 2 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION PROJECT OVERVIEW 3 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION PROJECT OBJECTIVE Produce live-action DRTV spots integrating the look & feel of lCE BRTV spots, with accommodation for DRTV essentials to drive viewer action (i.e., enrollment, inquiries). Specifjcally, integrate: • Look and feel of control center (when shown – as primary set or portion of) • New lower-third design (letterboxes) • Logo with tagline: You only have one identity. Protect it with the best. LifeLock. • Nicely shot footage, similar to BRTV • Actors as LifeLock agents, members, general public • LifeLock $1 Million Guarantee PROJECT DElIVERABlES FOR CONCEPTS • Concepts presented in :60 format, to show DRTV impact at this length • Images for each concept provided to suggest imagery and look & feel PROJECT DELIVERABLES FOR AIRING • The Control: Pair of produced :120 + :60 DRTV Live-Action Spots with control offer.* o :60 Spot - To succeed on prime networks/day parts + DRTV slots; targeted to become main vehicle o :120 Spot - To work successfully in DRTV slots o Versions of :120 and :60 for later delivery (date TBD): o The control offer + “just $1/day” pricing (“Isn’t keeping your identity safe worth $1 a day?”) o The control offer + “just $1/day” pricing – with NO shredder/gift * The control offer: 60 days risk-free. Free shredder with purchase/promo code use. 4 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION KEY CREATIVE ElEMENTS 5 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION BRAND CHARACTER & TONE/LANGUAGE Brand Character & Tone: Trustworthy, responsive, approachable, authentic. Language: Clear, emotive, relatable. Understandable by average person. Speak to people, not marketers. TARGET: AFFLUENT DELEGATORS IDT Concerns & Self-Promotion o Concerned about identity theft o Open and able to paying for service o Will pay to get peace of mind Personal Situation o Busy with family or career o Prefer to pay for services rather than DIY & have money to do it o Committed to being the family “provider/protector” Technology Use o Technology part of everyday life o Early adopters, infmuencers Demographics o Ages 35-54, $100k+ HHI, equal M/F split o Married with kids, employed in white collar jobs, college grads 6 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION KEY EMOTIONAl TAKEAWAYS • I’m vulnerable to identity theft in my everyday world and am going to sign up for LifeLock to help protect me. • IDTP involves way more than I want to handle myself, and I trust LifeLock to be the best choice to handle it for me. KEY MESSAGES • Identity theft is increasing and can happen to me in ways that are out of my control, including breaches. • With my SSN or other personal/fjnancial info, a thief can pretend they are me with bad consequences. • LifeLock helps take control of identity theft protection in ways I can’t on my own. • No one can prevent all IDT, but LifeLock is the best IDTP available, backed by a $1 million guarantee. 7 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION CONCEPTS 8 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION CONCEPT 1 THE DREAM • Leverages “Parallel Lives”storytelling style of the LifeLock control spots • Personifjes an identity theft situation in simple terms (breached information, retirement funds drained) • Sets up value of you personally being a LifeLock member—and drives LifeLock trial • Includes a LifeLock agent speaking to camera about what we do for you 9 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION “THE DREAM” :60 DRTV Open on RICK, a mid-40s businessman in his offjce, surrounded by family photos, framed posters of beautiful beach scenes, and a surfboard tucked in a corner, suggesting this dedicated family man is looking forward to retiring one day to a beachside location. He is reviewing his 401K online. ANNOUNCER VO: Check out Rick. He works hard to care for his family. But he also CU the computer screen and Rick’s 401K ANNOUNCER VO: stashes away money for his Angle on RICK, posters in background. ANNOUNCER VO: dream of retiring by a beach one day. BEACH – a SURFBOARD carried by a beach-goer, wipes the screen to reveal an IDENTITY THIEF in a chaise lounge, beachside, working away on his tablet, stealing information and identities. ANNOUNCER VO: Unfortunately, it’s also the dream of the identity thief who got Rick’s personal information CU the screen of the THIEF’S TABLET – where he is entering Rick’s information to withdraw retirement funds. ANNOUNCER VO: through a data breach – and drained Rick’s retirement account. Rick reviewing his 401K online, shocked to discover the balance is Zero. (SOURCE REFERENCE here) ANNOUNCER VO: This is identity theft. And it happens every 2 seconds in the US. LifeLock Control Center. Female LifeLock AGENT speaks directly to camera. Letterbox with LifeLock order info (URL/800#) appears FEMALE LIFELOCK AGENT: And if your information is compromised in a breach, it’s 6 times more likely to happen to you. Angle on AGENT. (LEGAL DISCLAIMER here) LIFELOCK AGENT: But if you’re a member of LifeLock, we can help protect you... LifeLock Control Center. Suspicious activity detected and an alert is sent. (l EGAL DISCLAIMER here) 10 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION “THE DREAM” cont. :60 DRTV FEMALE LIFELOCK AGENT VO: We’ll not only actively monitor your personal information... (ALT: We monitor a trillion data points every day, to detect use of your social security number and more.) lifelock MEMBER receiving an alert. (LEGAL DISCLAIMER here) FEMALE LIFELOCK AGENT VO: and alert you to suspicious activity, LifeLock Control Center. Female LifeLock AGENT speaks directly to camera. (LEGAL DISCLAIMER here) FEMALE LIFELOCK AGENT: if needed, a dedicated US-based Agent will help restore your loss – every step of the way. lifelock Control Center. SUPER: $1,000,000 Total Service Guarantee (LEGAL DISCLAIMER here) FEMALE LIFELOCK AGENT VO: Plus, LifeLock will spend up to $1 million dollars to hire experts to help restore your identity. RICK at his computer, animatedly talking to someone on the phone about his loss. (LEGAL DISCLAIMER here) ANNOUNCER VO: Don’t let breaches ruin your life. WOMAN applying online. SUPER: Try LifeLock Risk-Free for 60 Days (LEGAL DISCLAIMER here) ANNOUNCER VO: Try LifeLock NOW. It’s risk-free for 60 days… New MEMBER of LifeLock using the shredder in her home offjce. SUPER: $29 Value FREE! ANNOUNCER VO: ...and you get this document shredder, a $29 value, free. Call 800-XXX-XXXX now. Or go to LifeLock.com/xxxx SUNSET at the BEACH. Silhouettes of a couple with children walking along the beach. SUPER: LifeLock LOGO SUPER: You only have one identity. Protect it with the best. ANNOUNCER VO: You only have one identity. Protect it with the best. LifeLock. 11 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION CONCEPT 2 AT RISK • Directly suggests your risk of breaches and identity theft, from the very start of the spot • Features 3 common risk indicators for identity theft, exemplifjed by a diverse b-roll cast • Sets up value of you personally being a LifeLock member—and drives LifeLock trial • Includes a LifeLock agent speaking to camera about what we do for you 12 APRIl 9, 2015
lIFElOCK 2015 DRTV CREATIVE PRESENTATION “AT RISK” :60 DRTV Fast-food restaurant. CU soft serve ice cream cone being made. ANNOUNCER VO: Last year, tens of millions of people had their information compromised in breaches. Cone handed to DAN, who hands it to one of his 2 KIDS. BREACH AFFECTED 600,000 SUPER: BREACH AFFECTED 600,000 (SOURCE REFERENCE here) ANNOUNCER VO: Did you? If you bought ice cream at a fast food restaurant, it’s possible. MARTIN providing his insurance card at his DOCTOR’ S OFFICE. SUPER: BREACH AFFECTED 80,000,000 (SOURCE REFERENCE here) ANNOUNCER VO: Or, if you carried health insurance… JERRY purchasing a RAKE at a HOME CENTER. SUPER: BREACH AFFECTED 56,000,000 ANNOUNCER VO: Or shopped at a home center. DAN in his home, opening a letter informing him of a breach affecting his information. BREACH AFFECTED 80,000,000 SUPER: 6 TIMES HIGHER RISK (SOURCE REFERENCE here) ANNOUNCER VO: Research shows that if your personal information is compromised in a data breach, you are 6 times more likely to become a victim of identity theft. LifeLock Control Center. SUPER: LifeLock LOGO Letterbox with LifeLock order info (URL/800#) appears. ANNOUNCER VO: That’s why you need to [help] protect yourself, with LifeLock. LifeLock Control Center. LifeLock AGENT speaks directly to camera. (LEGAL DISCLAIMER here) LIFELOCK AGENT: We not only monitor your personal information and alert you to suspicious activity, BREACH AFFECTED 56,000,000 (ALT: We monitor a trillion data points every day, to detect use of your social security number and more – and to alert you to suspicious activity. Then,) 13 APRIl 9, 2015
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