• The Ask

    ADT has kept up with the tech-savvy needs of today’s customers. But their audience simply didn’t know.

UPPING THE RELEVANCE OF A LEGACY

Security is essential to tech-savvy buyers, and after 140 years, ADT certainly has a lock on security. But they needed a new voice to appeal to this new audience—one that matched their smart offerings while showing the real emotional impact of the topic.

  • The Answer

    ADT’s strong and smart offerings—personified.

STRONG + SMART + WARM = VING RHAMES

As the new face of ADT, Ving Rhames embodies the brand and its multi-faceted nature.

His confident stance allowed us to call out security and automation features in a decidedly new tone, even challenging competitors directly. And his surprisingly pervasive warmth allowed us to transform the ADT story across mediums and audiences with universal appeal.

Ving Rhames flexed his way—literally and figuratively—through owned to paid to social channels. Interactive product demos, bold new social posts and more custom content invited conversation, drove interaction, and signaled at all turns that ADT was both as relevant and reliable as ever.

  • The Outcome

    Our new approach was strong. And so were our results.

AN AGE-OLD BRAND WITH A MODERN POINT OF VIEW

Audiences embraced Ving and the new spirit of the brand with open arms. Their acceptance of ADT as a modern company came quickly, as evidenced by their eagerness to engage with ADT’s digital presence.

Twitter engagement rose a full 98%, while Facebook increased 57%. And the interactive demos kept users on adt.com for over 8 minutes—that’s twice as long as regular visitors, with 13% more website leads.