Within our digital marketing launch, elements such as the interactive demo were created specifically to invite engagement with the ADT product—and then to immediately offer a route to purchase. For each feature explored in the demo, a call to action—“I Want This”—triggers the impulse to bring home a security or automation feature you’ve just tried out via digital. And with a new ADT app release, Ving Rhames became our ambassador to start a new conversation with tech-savvy buyers.

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 site experience 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.