Campaign Purpose
ADT, named US' most trusted home security provider, is losing share of attention to Nest and Ring, whose self-install, self-monitor systems are more desirable to first-time homeowners. But they trivialize home security into small and regular "peripheral dangers", such as parcel theft, dangerously unaware of life-threatening threats including carbon monoxide and fire.
To remind smart home security intenders that ADT monitors for all type of threats 24/7, we built an approach with education content that reinforced the brand as the most trusted provider, with the strongest connections to first responders.
To educate about the dangers of home fire...