ParentShield

ParentShield isn’t your average SIM card. It’s a mobile network built for children but sold to parents. That’s a unique challenge. You’re marketing something invisible, technical, and emotionally loaded… to an audience wired for worry. Parents don’t want features. They want peace of mind. But peace of mind is a feeling, not a spec sheet.

As a direct-to-consumer (D2C) brand, ParentShield couldn’t rely on retail explainers or telecom reps to tell the story. The video ads had to do the heavy lifting – grabbing attention, building trust, and converting clicks into customers. In under 60 seconds.

So we got to work. We dug deep into the minds of the buyer, mapping real triggers like birthdays and back-to-school season, unpicking parental concerns, and designing a campaign that turned anxiety into action. The result? A smart, story-first campaign that didn’t just explain the product. It showed the product in action. Calm, clear, and in control.

Imagine being asked to believe your kid’s new SIM can detect dodgy texts, alert you to new numbers, and even record calls when needed. Sounds like sci-fi. For ParentShield, the challenge was clear: prove it’s real, prove it works, and do it without scaring anyone off.

Trust was the real product here. Not just in the tech—but in the brand. They needed to sound like a reassuring friend, not a panicked helicopter parent or a faceless telecom.

The best idea won.

We zoomed in on one simple truth: parental anxiety shows up like constant notifications.

So we wrote a script that brought those anxious thoughts to life through pings, pop-ups and message alerts, the inner monologue of a worried parent, visualised like a phone meltdown. Then we flipped the story. As ParentShield’s safety features kicked in, the overwhelm fizzled out, like finally muting a group chat full of worst-case scenarios.

To make the message land when parents are most primed to buy, we wrapped the campaign around three milestone moments: birthdays, Christmas, and the first day of school. These are the “first phone” flashpoints – and filming them all in one day meant we squeezed the absolute juice out of every production pound.

The campaign did exactly what it needed to – and then some.

• 🎯 Click-through rate up by 62%

• 👣 Bounce rate down by 37%

• 💸 Cost-per-click down by 54%

• 📈 Spend on external marketing doubled, because the ads were performing so well.

Oh, and it got on Martin Lewis’s radar. Yes, that Martin Lewis. He gave it a glowing shoutout on national TV, sending another wave of new customers their way. That kind of endorsement isn’t just lucky, it’s what happens when you look like the real deal and sound like you understand your audience.

Today, ParentShield is talking to global telecom investors. This campaign was a real gear shift – and we’re chuffed to have played a part in it.

We built a trio of short-form ads that felt like real life, with just a touch of movie magic. Think relatable parent, believable dialogue, and just enough tech demo to get the point across without going full Silicon Valley.

We worked closely with ParentShield’s data on buyer personas to choose the right on-screen parent (not too polished, not too slapstick – just right). And yes, we shot a full-blown Christmas morning in March. Tinsel, baubles, fairy lights – the whole lot. Anything for the shot.

From a creative angle, we focused on emotional pacing – letting the stress rise, and then watching it drop as the product quietly did its thing. All topped off with motion graphics and polish that screamed “credible brand”, not “shouty app”.

And because a great ad is only great if it’s seen, we delivered every asset in every format: square, vertical, horizontal, thumb-stopping and TV-ready. The campaign ran everywhere from ITV to YouTube, Meta to LinkedIn, seamlessly tailored to suit each platform’s style and audience. No repurposing guesswork. Just plug and play.