Blue by ADT (LifeShield)

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.

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