Best Broadcast Advertisement
Sponsored by PSA Security Network
Holiday-Themed Ad Highlights Interactive Services
“There is a certain mindset that the consumer has during the holiday season,” ADT Chief Marketing Manager Tony Wells says. “They’re trying to do everything they have to do for the holidays and balancing all of that. Family and time are very precious, and there is always a bit of a safety concern.”
What better time to promote convenience and lifestyle enhancement? Hence, ADT embarked on a holiday-themed ad campaign to promote its home automation offering, ADT Pulse. Together with its marketing and public relations agencies, ADT developed a 30-second spot that shows a handful of homeowners effectively using the Pulse product on their mobile devices. (View the ad here.)
In one scene, a woman riding in a taxi turns on outdoor Christmas lights at her home. In another, a young couple remotely unlocks the front door to their home to allow family members bearing gifts to enter. It also shows a woman catching her husband snooping for presents, and ends with two siblings watching in amazement as Santa Claus emerges from the chimney on Christmas Eve.
Typically, ADT creates broadcast ads in a more traditional format, which includes customer testimonials. So, by steering away from its more common presentation, the firm was taking a risk — but one that paid off. In addition to earning the SAMMY Award for Best Broadcast Advertisement, the promotional piece helped consumers see ADT in a different light.
“The ad really shows the power of the Pulse product; it centers on how the product makes life easier and more convenient,” Wells says. “It really resonated well with consumers.”
Best Vehicle Graphics Design
Sponsored by ADT
Moving Billboard Brings in Customers
With the goal of building brand recognition, Lexington, Ky.-based Bates Security, which has roughly 4,400 residential and commercial customers, wanted its fleet of vehicles to serve as a moving billboard as well as drive sales.
The firm, which earned SSI’s 2012 Installer of the Year Award, viewed it as imperative to stick with the “less is more” approach when designing a vehicle wrap for its 20-vehicle fleet. If the design was too busy, it could potentially confuse consumers and lose valuable branding opportunities.
With that in mind, the firm’s fleet of Ford Transit Connect E-150 and E-250 vans were painted a dark navy blue and feature the bright yellow Bates Security logo on each side. Services provided by the company are also listed on the vehicles, along with a phone number and Web site address, emblazoned with a bold, yellow font.
“The design on each side of our vehicles is easily seen from a distance,” says Jeremy Bates, owner and general manager. “At a glance, it can explain who we are and what we do. All too often, we see vehicle designs portraying the exact opposite.”
Since rolling out the new design wrap in 2012, the SAMMY Award-winning company for Best Vehicle Graphics Design has experienced a 1,100% increase in leads.
“Before we rebranded from ADR Security to Bates Security two years ago, no one talked about seeing our vans,” Bates says. “Now, I hear people saying, ‘I see your vans everywhere!’”
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