| 标题 | I AM ADT |
| 广告公司 | Publicis Sapient |
| 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 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. |
| 媒体类别 | 互动 |
| 长度 | |
| 创意总监 | James Allen |
| 执行创意总监 | Robert Kleman |
| 联合创意总监 | Cesar Santos |
| 首席创意官 | Gaston Legorburu |
| 执行创意总监 | Matthew Atkatz |
| 创意总监 | Andrew Goldstein |
| 美术指导 | Frank Gomez |
| North America Chief Creative Officer | Gary Koepke |
| 联合创意总监 | Matt Kelsen |
| Vice President (VP) | Matt Kujawa |
| Director, Social Studio | Stevie Dove |
| 联合创意总监 | Brent Slone |
| 文案 | Kylin Johnson |
| Junior Copywriter | Erik Fabregat |
| Junior Designer | Lara Israelson |
| 客户总监 | Vanessa Martinez |
| Director, Marketing Strategy & Analysis | Greg Cordaro |
| Manager, Marketing Strategy & Analysis | Julie Mantis |
| Social Engagement Lead | Andrew Choban |
More Work
SEE ALLVing Rhames I AM ADT
- 品牌:
- ADT
- 广告公司:
- Publicis Sapient
Ving Takes Over ADT Social
- 品牌:
- ADT
- 广告公司:
- Publicis Sapient