ADT Brand Transformation
INDUSTRY:
Security & Smart Home Technology
SERVICES PROVIDED:
• Brand Launch Strategy
• Internal Communications
• Employee Engagement
• Executive Communication
Challenge
ADT was preparing to introduce a new positioning centered on a clear brand promise: Uncompromising Security.
The positioning reinforced ADT’s belief that professionally monitored security — not simply connected devices — provides the protection customers truly expect.
Leadership understood that for the campaign to succeed in the marketplace, employees first needed to understand and embrace the strategy.
Teams across the organization had to see how the new positioning connected to the advertising campaign and their role in delivering the brand promise.
Traditional internal communications would not create the level of understanding or excitement needed to support the launch.
Solutions
Game 7 developed an internal launch strategy that turned the campaign introduction into a shared employee experience.
Instead of a traditional presentation, ADT hosted a cinematic premiere event that mirrored the scale of the national advertising launch. Headquarters employees were transported to a local movie theater in two sessions, where they received movie-style tickets, popcorn, and refreshments before the program began.
From the theater screen, the CEO and Chief Marketing Officer introduced the new brand strategy and its importance to ADT’s future. The presentation culminated with the internal premiere of the new television commercials featuring Ving Rhames (known for his roles in Pulp Fiction and Mission: Impossible), the face of the campaign.
To extend engagement beyond the event, the launch included several interactive elements across the organization:
- Ving Rhames voicemail greetings welcoming employees to the campaign
Life-size Ving Rhames standees placed throughout offices
A company-wide photo contest encouraging creative participation
Surprise movie ticket giveaways hidden beneath theater seats
Together, these elements turned the launch into a shared experience employees could actively engage with.
Results
The launch aligned employees around ADT’s new brand positioning before the campaign debuted publicly.
The premiere event generated excitement across the headquarters workforce while reinforcing the strategy and each employee’s role in delivering the brand promise.
By introducing the campaign internally first, ADT ensured the organization was informed, energized, and prepared to support the national rollout.
THE WINNING INSIGHT
Brand transformations gain momentum when employees experience the strategy — not just hear about it. By turning the internal launch into an immersive event, ADT transformed a marketing campaign into a moment of organizational alignment and pride.
“Game 7 turned a holiday spark into a full-blown marketing play — engaging our associates, delighting our followers, and earning media love. This wasn’t just cute; it was smart brand storytelling wrapped in holiday cheer.”
Creative Collaboration
The national advertising campaign was developed by ADT’s creative agency, Doner, which led the campaign’s concept and execution. The broader initiative was supported by PublicisSapient (digital strategy and experience) and EssenceMediacom (media planning and placement). The television commercials featuring Ving Rhames were directed by Tim Cronenweth and shot by acclaimed cinematographer Jeff Cronenweth.
Game 7 partnered with ADT to translate the campaign into a compelling internal launch experience that aligned employees around the new brand promise.