Blue by ADT (LifeShield)

Situation

ADT has long been known as the leader in professional installation and monitoring services for home security systems in the commercial and residential markets. However, close to 80 percent of U.S. home security buyers want a self-installed home security system.

ADT sought to rebrand LifeShield as its own DIY smart home offering furthering its mission to provide lifestyle-driven security solutions to more segments of the residential market. The global stage of the annual Consumer Electronics Show (CES) was targeted for the unveiling of Blue by ADT. Broadpath led and the media and industry analyst relations efforts to introduce Blue by ADT at CES 2020.

Strategy

Create the media relations strategy positioning ADT’s entry into the DIY category

Prepare campaign messaging, briefing materials and spokesperson talking points

Preview the announcement and new Blue by ADT offerings in select one-on-one briefings to the most influential home security journalists and analysts

Facilitate additional pre-CES phone briefings under embargo with media and analysts around the country

Orchestrate an exhibition at Pepcom Digital Experience! to demo new Blue by ADT products to media attending CES

Showcase Blue by ADT smart security products and systems in the DIY section of the ADT booth at CES 2019

Execute aggressive media outreach program prior to, during, and post-CES, resulting in coverage in top consumer, technology and home security outlets

Secure ongoing product reviews of Blue by ADT platform and devices in top smart home, technology and consumer electronics media outlets

How Broadpath made Blue by ADT relevant at CES 2020:

During the four-day CES event, ADT saw more than 100 top-tier media coverage placements and north of 394 million impressions. As a result, ADT solidified its entre in the DIY smart home security market.

News Announcements

ADT Announces ‘Blue by ADT’ DIY Home Security Platform at CES 2020

Three New ‘Blue by ADT’ DIY Smart Home Security Products Unveiled at CES 2020

Media Highlights

Be Relevant

Blue by ADT (LifeShield)

Situation

Strategy

How Broadpath made Blue by ADT relevant at CES 2020:

News Announcements

Media Highlights

Case Studies

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