Yale Locks Middle East

Yale, a 150-year-old brand and inventor of the pin tumbler lock, was relatively new to the regional market in 2015. Praxis Advertising partnered with Yale to establish its presence, combining its legacy with innovative marketing campaigns showcasing its advanced product range and engaging audiences online and in-store

Challenge

Despite its global reputation, Yale faced the challenge of low brand awareness in the regional market. The objective was to highlight the brand’s heritage while educating customers about its modern, digital locking solutions. A key challenge was creating engaging, memorable interactions both online and at the retail level to drive purchase intent.

Solution

Praxis implemented a comprehensive strategy to connect with customers through creative and interactive campaigns:

• In-Store Engagement: Introduced innovative in-store activations such as photo booths and roaming mascots at ACE stores to capture attention and encourage interaction.
• Digital Awareness: Created digital campaigns to showcase Yale’s advanced locking solutions, highlighting their practicality and usefulness in everyday life.
• Legacy Messaging: Leveraged Yale’s 150-year heritage in all communications to build trust and establish credibility in the market.
• Product Education: Designed insightful and relatable scenarios to demonstrate the benefits of Yale’s digital locks, ensuring customers understood their value.

Impact

The campaigns successfully boosted customer engagement both in-store and online, positioning Yale as a trusted, innovative brand in the region. By combining creative marketing with product education, Praxis helped Yale make a strong debut in the market, driving awareness, engagement, and purchase intent.