“ADT has a strong purpose-based mission to help save lives. This emotional appeal was well received by our audience, as the campaign yielding high engagement rates. Harte Hanks and ADT partnered with BAFTA-winning director Martin Percy to shoot the VR video depicting a real-world fire scenario. The ADT VR campaign consisted of a groundbreaking direct mail package that contained a cardboard viewer in which consumers could assemble and place their phones to view an immersive 360-degree video. “Taking home four ECHO Awards is a testament to everyone’s passion-from agency to client to film director, every person was inspired to create something truly amazing.”ĪDT was looking to make a big splash and differentiate its monitoring services from other brands, including do-it-yourself offerings. “VR was a spec concept from our original RFP pitch, so applying this big idea later to solve a real project’s need for ADT was the ultimate rush of adrenaline,” says Chris Castano, Harte Hanks’ Creative Director. In addition to the Golden Mailbox distinction, the campaign received ECHO Awards in the Best Use of Emerging Technology, Best Use of Direct Mail, and Consumer Services categories.
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