Crimsafe urges consumers to weigh-up the cost of robbery in latest work by BCM

Crimsafe has launched a new campaign to get consumers to consider whether failing to invest in quality safety products is worth the risks to their families.


The ‘Regret’ campaign is part of a new brand positioning created by Brisbane agency BCM, which aims to tap into the emotions experienced after a robbery.

BCM was appointed as Crimsafe’s agency for creative, strategy and marketing communications at the end of last year.

The new ad shows a family sitting around a dinner table as a man approaches the house and breaks in through the laundry. A voiceover at the end of the ad says “When will you regret not insisting on Crimsafe?” as the intruder enters the young girl’s bedroom.

The brand re-position keeps the long standing slogan ‘If it’s not Crimsafe, it’s not crim safe’, however, aims to focus on personal safety by urging consumers to consider the consequences of settling for cheaper security screens.

Paul Cornwell, managing director at BCM said the new ad is the first in a wider marketing communications program that will run across the year.

“We will continue to leverage the equity in Crimsafe’s positioning line ‘If it’s not Crimsafe, it’s not crim safe’ while introducing a level of emotion that is not common in this sector,” said Cornwell.

Ann Robins, marketing manager, Crimsafe said the brand was excited to launch the new brand and sales driving program.

The campaign will run across TV, direct and online.


  • BCM and Blacklab
  • Client: Crimsafe
  • Client contact: Ann Robins, Marketing Manager

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