Gary Koepke
Board Member at Ad Council
Boston, 美国
标题Ving Rhames I AM ADT
广告公司
广告战役 Ving Rhames I AM ADT
广告主 ADT Security System
品牌 ADT
首次发布日期 2015 / 2
行业领域 消费者及公共服务
哲学 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. 
媒体类别 互动
长度
首席创意官
North America Chief Creative Officer
执行创意总监
执行创意总监
创意总监
创意总监
联合创意总监
联合创意总监
联合创意总监
美术指导
文案
Junior Copywriter
Junior Designer
Vice President (VP)
客户总监
Director, Marketing Strategy & Analysis
Manager, Marketing Strategy & Analysis
Director, Social Studio
Social Engagement Lead

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