Canadian home security company Lorex faced a unique challenge—in the era where every security company was offering cloud storage, Lorex only offered local storage and had no plans to change this any time soon.

The company needed a repositioning strategy that would transform a perceived weakness into a strength. Our team conducted extensive research including market and competitor analysis and found that unsurprisingly, privacy was a major concern for consumers. In fact, it was one of the top factors influencing a buyer’s decision when choosing a home security company. Moreover, top competitors were facing backlash when it became known that they were handing over security footage to police and state officials. 

This key insight was used to develop the company’s new go-to-market strategy, and no new products or technologies were needed. 

By choosing Lorex, you could own your family’s footage and protect your privacy without worrying about others gaining access to your videos. We then developed consumer packaging to reflect the new messaging and tested it against other home security systems in the market, removing all branding to eliminate brand bias. 

The packaging we designed came in second to Ring, however, those who chose Ring also admitted they chose the packaging because they recognized it. But the results were conclusive, consumers were pursued by Lorex’s ability to keep their videos private. 

Comments from consumers who chose our packaging:

• “I chose it because it says right on the box, that the videos are private.” 

• “Looks like it does not use cloud storage.” 

• “I like that it indicates privacy which is important to me” 

• “I like that it says "Keeps your videos private" right on the box. It would make me pick it up so I read more of the info on the box.” 

• “It appears that my videos wouldn't be shared with the manufacturer or 3rd parties.” 

• “I want my private information kept safe and this highlights that concern.” 

Click any of the examples below to view the detailed report.