Founded in 2003, Safe has developed its offering to become the go-to destination for security products, stocking the biggest names in security including Yale, Chubb and Phoenix. They offer everything from fireproof cabinets and safes to alarms, locks and lockers, including their own brand products.

The Brief

Formally known as ‘The Safe Shop’, an entire rebrand meant the security specialist needed to relaunch themselves in a crowded marketplace and nurture its reputation across all platforms. That’s where we came in, kicking off with a full service strategy proposal and being appointed in October 2015.

Working with jointly appointed creative agency 10 Associates, we utilised the storytelling-led rebrand to challenge perceptions of functional security, encouraging people to think past monetary value of their possessions.

Our Work

With our feet firmly placed in strategy and implementation, we put together a full service communications approach. That meant all hands on deck, rolling out across media, digital and PR. We negotiated media advertising placement across the UK in key trade magazines as well as on bus backs and even in the London underground, leveraging the story-led creative, “safe with us”.

Complemented with strategic ad placement online and partnered with a solid digital marketing campaign, we were able to drive traffic to and turn objectives into results.

While digital is working like clockwork behind the scenes to boost conversions, PR is ensuring Safe has a face and a voice in the industry, and they’re getting noticed.

Alongside securing trade and consumer coverage via news, features and industry Q&As, we launched a strategic PR campaign – ‘Treasured Memories’. Themed activity planned for 2016 across all platforms encourages consumer engagement with the brand on a personal level, starting with a social and blogger launch to build momentum with #TreasuredMemories.


SEO: Since taking over the account, we’ve increased share of voice by 8% across the account and significantly closed the gap between YoY organic traffic. We’ve produced regular quality content with solid engagement figures.

PPC: The account has seen reduced CPAs and CPCs as well as significantly increased ROIs across both Google and Bing, owing to our digital team’s eagle eye approach to monitoring the PPC account; fully optimising it.

Editorial coverage in regional news, online security sites and national trade publications.


“The joint expertise of Boutique and 10 Associates made perfect sense for us. The re-brand was the result of significant investment so we needed a team we could trust to deliver, and we’re confident in their combined ability to secure the right exposure and to build the brand with us.” Anthony Neary, Safe MD.