Mindful Thiefluencer

Creative idea

How do you advertise a corporate security company to a younger audience? By inventing the perfect influencer: the “Mindful Thiefluencer.” This fictional thief with social media ambitions humorously shares his routines and tips on break-ins—emphasizing the importance of protection services from companies like ESSECCA. With a sharp tone and playful storytelling, the campaign raised awareness about burglary prevention and positioned ESSECCA as a modern, attractive employer. Entirely organic, the videos generated over 155,000 views in two weeks—proving that even “dry” industries can win hearts with the right idea and a clever twist.

Brand name: ESSECCA GmbH
Advertiser / client: ESSECCA GmbH
Product / service: security systems
Campaign name: Mindful Thiefluencer
Agency network: INDEPENDENT AGENCY
Agency: Merlicek & Partner, Vienna
Agency chief executive officer: Franz Merlicek, Rosa Merlicek, Peter Mayer
Chief creative officer: Rosa Merlicek
Executive creative director: Rosa Merlicek
Creative director: Iycil de Felice
Copywriter: Rafael Haider, Alexander Merlicek, Constanze Rexeisen, Lola Giljon
Account director (agency): Liliane Urban, Imke Lepper
Client account director: Mag. Ina Tschabuschnig, MAS
Film production: Rafael Haider Filmproduktion
Director: Rafael Haider
Additional company: Digital Marketing Manager (Client): Jan Dillinger