Company: LifeLock, Inc., Tempe, Arizona
Company Description: LifeLock, founded in 2005, is the nation's first Identity Theft Prevention Company. Created when our co-founder spent 7 days in jail for a crime someone else committed while poising to be him, we make all personal information useless to anyone but the rightful owner. The system places continuous fraud alerts, stops junk mail, stops pre-approved credit card offers and has a $1 million guarantee.
Nomination Category: Advertising
Nomination Sub Category: Best Radio Ad Campaign

Nomination Title: LifeLock's This Is My Story - Radio Ad Campaign

1. The date in 2006 on which this nominated campaign was first run, aired, or otherwise made public:

9/26/06

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

We do direct response advertising. As such, we measure results in Cost Per Order (CPO) in order to determine whether a campaign is successful. The CPO for this campaign exceeds our best case scenario by 75%. According to industry experts, ours is the most productive direct response campaign currently running anywhere for any product.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Art Director, Creative Director, Director, Writer- LifeLock/Robert Maynard,
Chief Marketing Officer; Programmer, Web Development Firm-The Lavidge
Company/Phoenix