ADT - "Ving Rhames I AM ADT"

Publicis Sapient

Publicis Sapient Boston, Estados Unidos

14745

Marca: ADT
País: Estados Unidos

Anunciante: ADT Security System

Título	Ving Rhames I AM ADT
Agencia	Publicis Sapient
Campaña	Ving Rhames I AM ADT
Anunciante	ADT Security System
Marca	ADT
Fecha de primera difusión/publicación	2015 / 2
Sector Empresarial	Servicios domésticos
Filosofía	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 video-driven, interactive product demo 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. 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 online videos 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.
Medio	Interactivo
Duración	108 seconds
Responsable de la creación	Gaston Legorburu
North America Chief Creative Officer	Gary Koepke
Director ejecutivo de creación	Robert Kleman
Director ejecutivo de creación	Matthew Atkatz
Director creativo	James Allen
Director creativo	Andrew Goldstein
Director creativo adjunto	Cesar Santos
Director creativo adjunto	Brent Slone
Director creativo adjunto	Matt Kelsen
Director artístico	Frank Gomez
Responsable de conceptos / redactor	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Vice President (VP)	Matt Kujawa
Director de cuentas	Vanessa Martinez
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Director, Social Studio	Stevie Dove
Social Engagement Lead	Andrew Choban