©2025
Challenge
Solution
Results
Many Americans rely on ineffective security shortcuts, creating a false sense of confidence rather than genuine protection. ADT needed to transform this vague feeling of unease into a single, identifiable problem that consumers would be motivated to address.
We met culture at the very moment good defense was top of mind, tapping the NFL's greatest safeties—voices with built-in defensive authority—to show that "Safe-ish" is a bad play. We then intercepted the conversation and didn’t let up on coverage, building an ADT ecosystem for discovery that showed consumers how to stop settling for safe-ish and truly protect their perimeter.
The campaign drove a 2x improvement in sales lead efficiency and a +5 lift in purchase intent, one of the highest TikTok had ever seen. With 394 million impressions and $4.5 million in earned media, it was clear that consumers were ready to stop being "Safe-ish" and finally get safe with ADT.