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.

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 advanced product range. A key challenge was creating engaging, memorable interactions both online and in-store to drive purchase intent.

Solution

• In-Store Engagement: Activations such as photo booths and roaming mascots at ACE stores to capture attention..
• Digital Awareness: Campaigns showcased Yale’s modern, digital locking solutions, highlighting their usefulness in daily life.
• Legacy Messaging: Leveraged Yale’s 150-year heritage to build trust and establish credibility.
• Product Education: Designed insightful 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.