ADT - "Ving Takes Over ADT Social"

Publicis Sapient

Publicis Sapient Boston, United States

10453

Brand: ADT
Country: United States

Advertiser: ADT Security System

Title	Ving Takes Over ADT Social
Agency	Publicis Sapient
Campaign	Ving Takes Over ADT Social
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 social takeover of the ADT Facebook and Twitter accounts 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. This new Ving lens became a common thread, speaking to the world of security and automation in a decidedly new way. Our new tone was strong. And so were our results. Facebook and Twitter engagement rose by 57% and 98%, respectively. And a 140 year-old brand now has a distinctly modern point of view on security and automation.
Media Type	Social Media
Length	18 seconds
Chief Creative Officer	Gaston Legorburu
North America Chief Creative Officer	Gary Koepke
Executive Creative Director	Robert Kleman
Executive Creative Director	Matthew Atkatz
Creative Director	James Allen
Creative Director	Andrew Goldstein
Associate Creative Director	Cesar Santos
Associate Creative Director	Brent Slone
Associate Creative Director	Matt Kelsen
Art Director	Frank Gomez
Copywriter	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Vice President (VP)	Matt Kujawa
Account Director	Vanessa Martinez
Account Supervisor	Stephanie Altuve
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Director, Social Studio	Stevie Dove
Social Engagement Lead	Andrew Choban