ADT is a leader in security innovation, so integrating digital mapping technology in real time supported their position in the crowded South African market.

The originality lies in the personalised demonstration showing an ADT security guard driving to an unspecified property. When he pulled over, the camera reveals the property in question – it was the client’s own property. (We achieved this by dynamically pulling in their residential address using Google Street View.) As the client watched, the security guard dialled a number on his phone. The action triggered an SMS to the client’s phone instantly.

ADT Rapid Response has proved the most effective upgrade initiative based on ROI in the brand’s history. Through the interesting use of media, it also positioned the ADT brand at the forefront of security innovation in South Africa.

29% open rate

17% video click through rates

42% call centre conversion rate

35% upgrade conversion rate