HOW DO YOU CONVINCE A SUCCESSFUL DIRECT MARKETING CLIENT TO TAKE A LEAP OF FAITH IN A NEW PRODUCT CATEGORY? 

ADT was a long-standing client with a passion for results-driven TV,

a system that wasn't broken and wouldn't be changed without good reason. We felt the home security leader's foray into home management with ADT Pulse was reason enough. Our challenge was to sell a new product (and product category) to a younger, more saavy market in a way that was fresh yet effective from a direct response POV.

 

Our campaign married Pulse's convenience with ADT's security and included TV, print, outdoor and digital media. It proved innovative enough that competitors entering the space adopted what we did as a template for their own advertising.