How Acadian Won the 2020 SAMMY Award for Best Display Advertisement

Acadian Total Security found that utilizing images of family, pets and babies resulted in well-performing ads on social media.

Have you ever wondered what makes babies and puppies so cute? Researchers say it is due to an evolved, innate behavior in humans to look after helpless infants. Think about it, it’s impossible to resist giant eyes and chubby cheeks. Acadian Total Security has found success utilizing this this evolutionary trait in its marketing materials.

In an online ad that appeared across the company’s social media channels, specifically Facebook, Twitter and LinkedIn, a baby and dog appear next the slogan, “You take care of them, we take care of you.”

“We find the use of graphics including family, pets and babies in our ads often perform the best,” says Michelle Trahan, division coordinator, Acadian. “Our thought process is that we want to protect what is near and dear to our customer’s hearts and what could be more valuable than your family, children and your pets? This picture in particular has a pet and a baby, so it was a double whammy to the heartstrings.”

Under the slogan is the image of a notification. “By including the text notification showing the back door was opened, we are conveying the importance of safety and the ease of notification at the exact time an event occurs,” adds Trahan.

The ad also includes the Acadian logo on a shield, mocking the company’s yard sign coupled with the tagline, “Total Connection, Trusted Protection.” Text above the image touts Acadian’s smart home security bundles starting at $99.

The call to action button below the image is to request a free quote. Once the user clicks the button, they are brought to Acadian’s website to fill out a free quote form. The prospect will then receive a call from a sales rep. Should the prospect make a purchase, they also receive a free video doorbell.

About the Author

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Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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