Over the weekend, ADT, a provider of residential, small and large business electronic security systems, presented the “Gallery of Valuables” at Grand Central Station in New York city featuring some of the most coveted items from notable icons in pop culture, art, sports, music and beyond.
The exhibit showcased the stories behind what people, many who have it all, value most in life to make the point that it is standing by to protect their personal items.
The message of the gallery was to show consumers that the true value of items often lies within the memories behind them like Muhammad Ali’s original boxing robe and a space suit from astronaut Scott Kelly. Also on display were a limited edition zine from Jay-Z’s Magna Carta album launch and tap shoes from tap artist Caleb Teicher’s rise to fame.
“ADT brought its new campaign to life throughout the gallery as consumers were exposed to the new branding, colors, graphics and had the opportunity to interact with the ADT booth,” says Jochen “JK” Koedijk, CMO at ADT. “Each attendee could snap a photo at our photo booth and share what they want with their social followers.”
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The idea was to show passersby (Millennials in particular) that everyone’s definition of value is different and unique. Some 4,000 people interacted with the event.
“We posted on all of our social channels with paid support, including Instagram, Facebook and Snapchat, and posted live stories throughout the event,” he says. “Our Instagram story for the day had a completion rate of 94 percent—above our benchmark. We launched a targeted media outreach effort and also posted on nearly a dozen calendar listings. We are a data-driven marketing organization but this event was different for us—it was about driving engagement, awareness and driving an emotional connection. We could not be more pleased with the results.”
The event was part of ADT’s recent brand transformation, “What Do You Want to Protect?” and its ongoing marketing communications around the new branding.
The 145-year-old company also recently brought media buying in-house to have more control of data, make faster decisions and own vital relationships. The move has shown early positive returns in cost savings.
Chief Marketer spoke recently with Koedijk about the transformation and how his team is getting the word to consumers.