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LoJack Corporation Kicks Off a New Multi Media Advertising Campaign

11 March 1999

LoJack Corporation Kicks Off a New Multi Media Advertising Campaign on March 15th

    BOSTON, March 10 -- National car advertisements permeate a
person's very existence, reminding them of the freedom to ride, the untouched
territories that beckon, and the luxuries they can enjoy along the way.  But,
what if you've been denied the pleasures of the your new car as well as use of
it, because it has been stolen?  LoJack Corporation's new advertising campaign
addresses this galling disappointment, to market its proprietary stolen
vehicle recovery system.
    The $8.5 million advertising campaign is LoJack's first major effort in
10 years to venture beyond radio.  The new campaign has a national cable
television buy that includes programming on top networks like CNN, CNBC, and
ESPN.  Additionally, a buy in top rated car buying guides from Car & Driver,
Automobile, and Road and Track bring the message directly to those in the
process of vehicle purchase.  The new 12 month advertising campaign will
launch with new radio spots on March 15, 1999.  According to Kevin Mullins,
Vice President of Sales and Marketing, "This multi media advertising campaign
is a major effort by LoJack to support our dealer network.  The goal of this
campaign is to raise consumer awareness so that car buyers walk into the car
dealer inquiring about LoJack."
    The advertising campaign consists of two television spots airing
nationally on cable television, seven radio spots that will air in major spot
markets around the country, and two print advertisements that will appear in
national car buying guides.
    In a parody of the stereotypical vehicle commercials, the ads have been
designed to remind consumers that when a vehicle is stolen the performance and
features will be useless.  Each ad features a driver's fantasy viewpoint of
their new vehicle, with such scenes as: coastal roads and mountaintop vistas
-- only to have the fantasy scene come to a screeching halt absent the
vehicle.  The key message being that the consumer could still be enjoying his
vehicle if he had only asked the dealer for LoJack.  According to Mullins, "We
developed these ads to go a step beyond consumer awareness.  With an
entertaining execution, we literally tell the consumer to ask the dealer for
LoJack.  LoJack is the way to get your vehicle back if it's been stolen so you
can enjoy it."
    The advertising campaign was produced by Greenberg, Seronick, O'Leary and
Partners of Boston, Massachusetts.  GSO&P has been working with LoJack for
over three years.
    The LoJack Corporation markets a stolen vehicle recovery system that is
operated by the police.  It is available in 17 states and the District of
Columbia as well as 18 countries.  The LoJack Corporation is based in Dedham,
Massachusetts.