At the heart of the launch was the Älylukko.fi web service, designed as a permanent "home" for the Yale Doorman. It allows the customer to put together a Yale Doorman system to suit their own home. The main idea behind the selector was to highlight the attractive prices as well as provide a route to an easy purchase decision and further online shopping.
Other implementations used highly targeted retargeting banners, keyword advertising, break points in videos and a code line implemented together with the locksmiths, all of which effectively directed users to the Älylukko.fi service and thus to purchase orders.
Yale Doorman also went on a cinema tour. In the cinema lobbies across the big cities, families with children were effectively reached: both children and their parents. The idea of the promo was to get as many people as possible to try the smart lock themselves, to experience first-hand how easy it is to use and to spread the good news of their experience. The promoter handed out flyers with a unique code to unlock the big yellow door of the Yale Doorman smart lock and win free cinema popcorns. The code was also used online to enter a grand prize raffle, which prompted testers to carry the flyer all the way home. The draw data also generated a useful lead database. At the same time, a promotional animation showing the joys and benefits of the Yale Doorman was also showing in cinemas. www.abloy.com
