ADT: What Do You Want To Protect? by McCann

Security is a hot topic these days, from securing your identity online to protecting your home and family to securing your business, and no one understands that better than ADT, a top smart home security provider serving residential and business customers across the United States and Canada.

The 145-year young company has launched a full brand transformation that will help consumers find the security solution that best fits their lives.

Starting with the question, 'What do you want to protect?' consumers will find a new ADT website, customer service experience and overall revamped approach that helps provide tailor-made smart home and security solutions that range from DIY, to professionally monitored, to mobile. The ADT brand transformation includes:

“What Do You Want to Protect?”: A website configurator that allows consumers to easily identify the best security solution for them. Whether it’s to dogs or children, a home, apartment, business, teenagers, elderly loved ones, data or even a rare car collection - the website and updated customer service experience will make picking a security system beyond efficient and easy.

Focus on Human Protection: With the brand transformation, ADT is shifting from being known as a “home security provider” to offering “human protection,” to better reflect the company’s expansive offerings and knowledge that security doesn’t (and shouldn’t) end at the front door.

Media Support: The rebrand is supported by a full omnichannel awareness campaign that includes TV and digital ads, a social media campaign as well as media takeovers in major metropolitan cities.