ABOUT

ADT’s monitored alarm systems are the ideal way to protect your home while you’re away on holiday. But how do you get people to think about home security when they’re more interested in booking a beach getaway? With ADT Holidaymakers, we hijacked the language of tourism advertising to show how an unalarmed home is a burglar’s dream destination.

We were briefed by ADT to come up with an integrated campaign for their 24/7 monitored home alarms for spring 2022. After the COVID lockdown, people were keener than ever to get away for their summer holidays, leaving their homes empty and at increased risk of break-ins. Yet despite this, many homeowners didn’t consider home security until the last minute.
We wanted to bring to life the dangers of leaving your home unprotected, but how do you force appraisal of a dry product like home security, when people are focused on the fun and excitement of booking a summer getaway?

We created ADT Holidaymakers, hijacking the language of tourism advertising to bring to life the dangers of leaving your home unalarmed. We grabbed attention with what at first seemed like a typical holiday advert, before changing the tone to reveal the darker side of going away.
The results? We generated over 18 million impressions and 2 million in reach, leading to nearly 3,000 leads. In fact, it was so successful the client is planning on running it again for 2023.