ADT - "I AM ADT"

Publicis Sapient

Publicis Sapient Boston, Etats-Unis

19415

Marque: ADT
Pays: Etats-Unis

Annonceur: ADT Security System

Titre	I AM ADT
Agence	Publicis Sapient
Campagne	Ving Rhames I AM ADT
Annonceur	ADT Security System
Marque	ADT
Date de première diffusion/publication	2015 / 2
Secteur d'activité	Services aux particuliers
Philosophie	The insight: after 140 years in business, ADT had plenty of legacy and not a lot of relevance for tech-savvy security buyers. What they needed was a new voice to appeal to a new audience. So we launched a digital and social campaign starring Ving Rhames as the new face (and brand embodiment) of ADT, illustrating their marriage of strength and smarts. His obvious strength was also matched with a surprising warmth that mirrors the duality of the brand itself. Prospective customers welcomed Ving with open arms, sensing a real change in the spirit of the brand. From taking a more confident stance to challenging competitors directly, Ving afforded us a totally new (and much needed) lens on the brand. From owned to paid to social channels, the voice of Ving became a common thread that spoke to the world of security and automation in a decidedly new tone. And with custom content shot for experiences like the new ADT interactive product demo, our digital and social work offered new moments wherever you happened to interact with the brand. Headlines offered a bold new point of view. Social posts were transformed from formal corporate lingo to an actual conversation. And simple, bold art direction heroed Ving as the central figure in this new story of security. At campaign launch, digital had an immediate impact on the overall business—with leads on the website rising an additional 13% for users who interacted with the new ADT demo. On average, these demo users stayed on the site over 8 minutes—twice as long as regular visitors. Social media saw an even more dramatic lift, with engagement rates on Twitter and Facebook rising 98% and 57%, respectively.
Type de média	Digital
Longueur	120 seconds
Directeur de création	James Allen
Directeur de la création	Robert Kleman
Directeur de création associé	Cesar Santos
Responsable de la création	Gaston Legorburu
Directeur de la création	Matthew Atkatz
Directeur de création	Andrew Goldstein
Directeur artistique	Frank Gomez
North America Chief Creative Officer	Gary Koepke
Directeur de création associé	Matt Kelsen
Vice President (VP)	Matt Kujawa
Director, Social Studio	Stevie Dove
Directeur de création associé	Brent Slone
Concepteur / rédacteur	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Directeur de clientèle	Vanessa Martinez
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Social Engagement Lead	Andrew Choban