Quell Case Study

Brand Overview

Quell is a consumer brand of Chubb and one of the most respected names in fire and safety equipment, boasting over 100 years of experience in Australia. They produce a comprehensive range user-friendly and competitively priced smoke alarms, fire extinguishers, fire blankets and home and personal safety products that set the benchmark for fire prevention, detection and protection.


Quell engaged Heard PR to drive activation and sales for their Worry-Free smoke alarms in the Australian market.

Heard PR was tasked with getting the product into the hands of key media and tastemakers, with the aim of generating awareness for the product and highlighting its key benefits.


Heard PR generated an engaging and target appropriate media kit and press release to showcase the alarm. Media kits that were dispatched to key media contacts featured personalised letters written 10 years in the future from the perspective of the Worry-Free alarm. This was conducted to engage recipients to trial the products.


During the campaign period, Quell’s Worry-Free smoke alarm received coverage in TechGuide, was named “Innovative Product of the Month” in Hardware Journal, appeared in The Weekly Review, New Idea Magazine and Handyman Magazine, to name a few.

  • The campaign goal of 4,000 product sales over 14 weeks was exceeded before the end of the campaign
  • At the campaign conclusion, over 7,000 units had been sold – 75% above the original campaign goal.