ADT - "I AM ADT"

Publicis Sapient

Publicis Sapient Boston, United States

19377

Brand: ADT
Country: United States

Advertiser: ADT Security System

Title	I AM ADT
Agency	Publicis Sapient
Campaign	Ving Rhames I AM ADT
Advertiser	ADT Security System
Brand	ADT
Date of First Broadcast/Publication	2015 / 2
Business Sector	Consumer & Public Services
Philosophy	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.
Media Type	Digital
Length	120 seconds
Creative Director	James Allen
Executive Creative Director	Robert Kleman
Associate Creative Director	Cesar Santos
Chief Creative Officer	Gaston Legorburu
Executive Creative Director	Matthew Atkatz
Creative Director	Andrew Goldstein
Art Director	Frank Gomez
North America Chief Creative Officer	Gary Koepke
Associate Creative Director	Matt Kelsen
Vice President (VP)	Matt Kujawa
Director, Social Studio	Stevie Dove
Associate Creative Director	Brent Slone
Copywriter	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Account Director	Vanessa Martinez
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Social Engagement Lead	Andrew Choban