ADT to Launch New Campaign Promoting Smart Home Concierge Services
A new marketing campaign will promote the benefits of concierge-like home automation services via ADT Pulse, paired with professional installation.
BOCA RATON, Fla. — ADT (NYSE: ADT) is heating up its mass marketing machine to promote newly released “concierge services” through the Pulse home automation platform.
The campaign showcases the consumer benefits of connected devices such as lights, locks, doorbells, video and more, backed by professional monitoring from the ADT.
Among the new feature sets, the company will promote how voice activation with Amazon Alexa gives customers an easy, hands-free solution that delivers a personalized service. Currently, the interactive Pulse platform recognizes more than 100 voice-activated utterances from Alexa.
ADT will also roll out a series of TV spots and online video vignettes that demonstrate various themed personal moments combining its life-safety standards and customizable smart home experiences.
These include a woman receiving a notification on her phone through an integrated video doorbell and remotely unlocking the door for her friend. In another spot, a family prepares for their trip by setting their system to “Vacation Mode,” automatically turning off the lights, turning down the thermostat and locking the door.
“ADT brings the benefits of home automation and security together in one app, coupled with the ease and peace of mind that comes from a ‘do it for you’ installation and professionally monitored and maintained solution from ADT,” says Jamie Haenggi, chief growth officer at ADT. “We thought it would be interesting to celebrate some of the ways our more than 2.3 million home automation customers are using their system.”
In an announcement, the company cites market research from Parks Associates that show 32% percent of U.S. broadband households own at least one connected device, and 50% of households intend to purchase a smart home device in the next year. However, many households are not taking full advantage of these devices to their fullest capacity.
The new TV spots, among other information, can be viewed here.
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