This work is relevant for Direct because it presents an innovative way to approach new customers based on people’s everyday behavior.

By finding out people were buying the sign with our logo at the black market, we decided to shift this business problem into a business solution and offered it ourselves at our official website and at those places where people used to buy the signs like informal street markets.

Each lead became an opportunity to offer them a genuine security solution that meet their needs.

Since 1989, ADT security has had an iconic representation: a certification sign that customers welcomed. Today, it stands as a symbol of security, with thousands of homes and businesses displaying this blue sign.

In countries like Mexico, ADT is one of the leading security companies. The logo has become synonymous with safety, leading to its blue sign being sold on the black market for those without the service, to place on their homes and businesses, providing a sense of security.

We decided to leverage this positioning within popular culture to craft our sales strategy in these high-traffic areas and on our website, aiming to enter people's homes with a plan cheaper than the informal market, resulting in successful sales of additional security packages backed with ADT's solid support.

In Mexico, ADT is a leader in security. In fact, the signs with our logo are sold on the black market. This is something that affects our business. But it can also make it grow.

When installing any ADT service, our technicians evaluate houses to detect vulnerable points. Normally resulting in 80% of customers going for upgrades and additional packages.

How can we get all these informal buyers to open their doors to us so we can offer them a comprehensive security plan backed by our brand?

We offered a security product that everyone buys as the perfect excuse to visit their homes.

Install our Logo.

We decided to offer a new product for people to install in their houses: the original ADT sign. By entering our website, people could hire the installation of an original ADT sign to place in front of their homes, even at half the price of the black market. We also took our promo to high-demand places like informal street markets.

In just one week, we uninstalled a business problem and installed a business solution, scheduling visits in places where ADT was not being considered. We installed our signs, but we also upgrade the 93% of our clients to installing more of our products.

This was a black market inspired, marketing hook, to schedule home visits.

1. Men and women aged 35 to 50, married or single, Socioeconomic Level (SES): A / B / C+

2. Small business owners

Audiences: Vulnerable families: Heads of households, with multiple social and work activities, whose family composition requires attention and security. Cautious adults: Heads of households who enjoy traveling and recognize the value of their possessions as investments; their interest is in protecting their assets. Independent SMEs: Owners of their own businesses or small enterprises seeking to safeguard their investment. These businesses are typically located with direct access to pedestrians.

Approach: Through an extensive media ecosystem with personalized messages for each audience and a modification in our sales strategy, we will encourage users to stop acquiring ADT signs from the black market and instead obtain them directly from us, increasing the possibility of expanding security plans.

CTA: We invite to those people to schedule their installation of their signs.

For 6 months, we created a campaign communicating ADT's commercial offer. Solving the need for license logo purchases through unofficial channels, on March 15th we published a landing page for the promotion of the logo and based on the results, starting on April 1st we activated materials related to the “Install Our Logo” campaign. distributed on channels such as Facebook, Instagram, Display, and OOH with a presence in Mexico City, managing to reach more than impact 48,702,920 unique users in META, 1,000,000 impressions in Display, and 163,453,822 impacts in OOH.

We had more than 640% home visits than other traditional campaigns.

1280 neighborhoods covered, which represents more than of 70% of Mexico City.

93% of the people who got out promo, upgraded to new products, getting genuine solutions for their security needs.