Gary Koepke
Board Member at Ad Council
Boston, Estados Unidos
TituloVing Rhames I AM ADT
Agência
Campanha Ving Rhames I AM ADT
Anunciante ADT Security System
Marca ADT
Data da primeira Transmissão/Publicação 2015 / 2
Sector Empresarial Serviços domésticos e públicos
Filosofia 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 video-driven, interactive product demo 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.
On ADT.com, Ving Rhames flexes his way through all the features of ADT in a series of interactive online videos. For each feature, he highlights a real-life problem. When you take action, Ving takes over—demonstrating how his presence will surround you in a cocoon of security and automation. After each video, you can try the feature yourself.
With custom content shot for our Ving-centric demo, our online videos offered new moments wherever you happened to interact with the brand, and a decidedly new tone for the world of security and automation.
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. 
Tipo de Mídia Interatividade
Comprimento
Chief Creative Officer
North America Chief Creative Officer
Director executivo criativo
Director executivo criativo
Director criativo
Director criativo
Director assistente criativo
Director assistente criativo
Director assistente criativo
Director de arte
Redator
Junior Copywriter
Junior Designer
Vice President (VP)
Director de contas
Director, Marketing Strategy & Analysis
Manager, Marketing Strategy & Analysis
Director, Social Studio
Social Engagement Lead

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