ADT ad campaign shifts marketing focus from emergency security to everyday services
Security firm ADT has launched the latest ad from its ‘In My Mind’s Eye’ campaign, this time promoting prevention services to combat burglary.
Created by Arnold, the ad is part of a marketing initiative to shift strategy away from emergency incidents towards highlighting everyday security services based on consumer insights about what people worry most about when it comes to home security.
Tony Wells, senior vice president and chief marketing officer at ADT, said: “The new ad campaign will resonate with today’s consumer who is living an active, on-the-go lifestyle.
“The shift focuses on everyday security, whether at home or away, as we know the ability to monitor and control is just as important to our customers as feeling protected from incidents such as fire and theft.”
The campaign will be supported by radio, direct, digital and social media creative from mid-February, although TV spots have already begun rolling out.
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Arnold Worldwide
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