B&D turns garage security into street magic

The campaign promotes B&D’s Roll-A-Door Secure, using street magic and consumer research to draw attention to potential security vulnerabilities in Australian homes.

B&D Garage Doors has partnered with creative agency It’s Friday and magician Dynamo on an integrated campaign highlighting a common misconception about home security: that a closed garage door is necessarily locked.

Titled Australia’s biggest garage security illusion, the campaign features Dynamo performing street magic for residents at a secret location in Sydney. The activation marks his first appearance in Australia in more than a decade and shifts his performances from sold-out arenas to suburban streets.

Dynamo exposes Australia's garage security blind spot

The campaign uses Dynamo's illusions to challenge homeowners' assumptions about garage security. Through a series of street magic performances, he surprises Sydney residents before revealing the difference between a closed garage door and a locked one.

Created by It’s Friday, the PR-led campaign is supported by research commissioned by B&D Garage Doors. The findings indicate that 43 percent of Australians believe their garage door is locked when closed, while 67 percent consider the garage one of the most overlooked areas of home security.

Research highlights the value of garage security

The research also points to the potential financial implications of inadequate garage security. Almost half (47 percent) of respondents said they store more than $20,000 worth of belongings in their garages.

Additionally, 52 percent identified their garage as an entry point into their property, highlighting the role garage doors can play in overall home security.

B&D launches Roll-A-Door Secure

The campaign supports the launch of B&D Roll-A-Door Secure, which the company describes as Australia's most secure roller door. The product features a four-part integrated locking system designed to lock, reinforce and protect against forced entry.

Alysha Dean, Marketing Director, B&D Garage Doors: "Dynamo was the ideal partner to highlight how easily assumptions about home security can be challenged. We understand security-conscious homeowners lock their front doors, cars and windows, but may not realise their closed garage door, often the largest entry point to the home, may not be locked. That's why we partnered with Dynamo to reveal this hidden security illusion in a way people wouldn't forget."

"Some Australians are storing tens of thousands of dollars' worth of belongings behind their garage door, yet many don't know whether it is locked and secure or not. That's exactly the hidden assumption we wanted to challenge. But exposing the problem is only part of the story. B&D Garage Doors has developed our most secure garage door system, and Australia’s most secure roller door, engineered to resist forced entry and deliver a new benchmark in garage door security for Australian homes."

It’s Friday uses street magic to deliver the campaign message

Vince Lagana, CCO, It’s Friday: "It’s not often you ask one of the world’s greatest magicians to expose an illusion he didn’t create. But that’s exactly what we did, turning Dynamo’s usual role on its head to expose an illusion many Australians were already living with: the belief that a closed garage door is locked. We loved bringing this to life with the brilliant B&D team, Dynamo, The Glue Society and Revolver."

The campaign brings together B&D, It’s Friday, Dynamo, The Glue Society and Revolver, using entertainment and public relations to raise awareness of garage security while introducing the company's roller door system.

www.bnd.com.au

www.itsfriday.com.au

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