Cannes Lions
SAPIENTNITRO, Miami / ADT / 2015
Overview
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Credits
Description
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.
Execution
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.
Outcome
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.
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