ADT focusses on the emotional trauma of burglary with new advertising campaign
ADT Fire & Security has engaged The Red Brick Road to launch a new campaign reinforcing the benefits of its professionally monitored home alarms following a repositioning campaign last year.
Running from today (Monday 6 January) the campaign consists of one 30” creative and three 10” executions. The 30” ad focusses on the insight that burglary is “not just what they take, it’s what they leave behind,” and is based on the idea that possessions can be replaced but it can take longer to feel at home in your own home after a break-in.
The 10” creatives explain clearly what home monitoring means, the benefits of an ADT branded alarm and value for money.
“Following the success of last year’s ad, we’re excited to launch this new campaign which continues to reaffirm our position as the authority in residential home security,” said Mark Shaw, residential director at ADT.
David Miller, The Red Brick Road MD, added: “We are delighted to launch a new campaign which builds on our existing, strong consumer insight and is equally as powerful at reaffirming the role of monitored alarms in consumers’ lives.”
Both the 30” and 10” ads will run in bursts throughout the next 12 months with media handled by John Ayling Associates (JAA).
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The Red Brick Road
Red Brick Road are a 14 year old independent agency based in London's Clerkenwell area. Our proposition is clear and focused: we specialize in creating ideas that...
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