ADT - "Ving Rhames I AM ADT"

Publicis Sapient

Publicis Sapient Boston, United States

14741

Бренд: ADT
Страна: United States

Рекламодатель: ADT Security System

Заголовок	Ving Rhames I AM ADT
Агентство	Publicis Sapient
Кампания	Ving Rhames I AM ADT
Рекламодатель	ADT Security System
Бренд	ADT
Дата первой трансляции/Публикации	2015 / 2
Бизнес сектор	Потребительские и общественные услуги
философия	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.
Тип медиа	Digital
Длина	108 seconds
Главный креативный директор	Gaston Legorburu
North America Chief Creative Officer	Gary Koepke
Исполнительный креативный директор	Robert Kleman
Исполнительный креативный директор	Matthew Atkatz
Креативный директор	James Allen
Креативный директор	Andrew Goldstein
Ассоциированный креативный директор	Cesar Santos
Ассоциированный креативный директор	Brent Slone
Ассоциированный креативный директор	Matt Kelsen
Арт-директор	Frank Gomez
Копирайтер	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Вице-президент (ВП)	Matt Kujawa
Директор рабочей группы клиента	Vanessa Martinez
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Director, Social Studio	Stevie Dove
Social Engagement Lead	Andrew Choban