PropCare Electrical, Fire & Security

01. The Challenge

Security is normally sold on fear, and the audience has stopped listening. Everyone has seen the dramatised break-in advert, and almost nobody acts on it — partly because most people picture burglary as something that happens to an empty house while they are at work.

The second problem is price scepticism. Cheap CCTV kits are everywhere, so a properly specified installation has to justify why it costs more than a box from a warehouse. That argument cannot be made with adjectives; it needs specifics about what actually determines whether a camera system does its job.

02. Our Involvement

Start & Scale built the campaign on published data instead of dramatisation. The sales video opens with the Home Office's own figures — 223,000 burglaries in England and Wales in a year, 612 a day, one every two minutes and twenty-one seconds — and then delivers the facts that reframe the problem entirely: in more than half of break-ins where somebody gets inside, a person is home; fewer than five in every hundred end with anyone charged; seven in ten are closed with no suspect identified.

The insurance angle is what closes it. Using the Financial Conduct Authority's figures, the campaign points out that insurers reject almost three in every ten home insurance claims — the lowest acceptance rate of any major insurance product — and that the two things that sink a theft claim are no evidence of forced entry and no proof of ownership. Against an average home claim of around £6,000, that reframes CCTV as evidence rather than deterrence. The specification argument then follows naturally: full-colour night vision rather than infrared, because infrared gives a grey shape while colour gives a jacket, a bag and a number plate; thirty days of storage minimum, because cheap kits overwrite themselves within days; person and vehicle detection so alerts get read rather than ignored; and cameras pointed correctly, because seven in ten break-ins come through a door and it is almost never the front one.

03. The Result

The finished campaign sells a £649 entry installation — two cameras, colour at night, a recorder holding around thirty days, the app, and concealed cabling — on the strength of an argument a competitor cannot simply copy, because it is built on cited public data rather than on claims.

Positioning the company's NAPIT and SafeContractor accreditations alongside that evidence does the rest: it separates a properly certified installer from the kit-and-a-ladder end of the market without ever having to say so directly.

The sales video

Common questions

How do you advertise CCTV and security installation without using fear?

By arguing from published data. Start & Scale built PropCare's campaign on Home Office crime figures and FCA claim-rejection rates, which reframes CCTV as evidence for an insurance claim rather than simply a deterrent.

What actually matters in a CCTV system?

Full-colour night vision rather than infrared, at least thirty days of storage, person and vehicle detection to cut false alerts, and correct camera placement — seven in ten break-ins come through a door, and rarely the front one.