August 03, 2012 - Comments Off on ADT and Bloom ask – How does it feel to be burgled?
In Autumn 2011, ADT approached Bloom to create and take ownership of an online video project that would grow telephone and web enquiries.
ADT’s previous campaigns had focused on the loss of physical products through burglary, for example laptops or TVs. After collecting vox pops from members of the public, it became clear to Bloom that the emotional connotations of burglary were of greater concern to ADT’s target market than the loss of physical products.
Bloom used the vox pops to create the ‘what means most to you in the world?’ video and a poignant campaign that focused on the emotional effects of burglary.
Bloom recognised that the vox pops could also provide the basis for an effective TV ad. This idea was pitched successfully to ADT. ‘How would it feel to be burgled?’ was produced by the Bloom team of Ketan Ladd, Glen Cartwright and Stuart Arundel, with video production by Motus TV.
Bloom’s TV campaign was successfully A/B tested against a product focused campaign. It generated a 1.94 per cent increase in conversion rate for the primpary TV/PPC landing page and an astonishing 100 per cent uplift in TV to telephone enquiries against previous product focused campaigns. It also stirred 30 per cent uplift in TV to web enquiries, a 30 per cent increase in page views year-on-year and an amazing 46 per cent increase in overall organic conversions year-on-year.
The impact of the campaign on SEO was also sizeable. There was a 79 per cent increase in non-brand traffic year-on-year and position one rankings were secured on Google for the terms ‘home security’ ‘security systems’ and ‘alarm systems’. The successful integration with the campaign via social media was also reflected in a 41 per cent increase in traffic from Social Media
Our innovative integrated approach to this task achieved great results across the board and nabbed us the title of Best Integrated Campaign at the UK Search Awards. In terms of success, it’s going to be tough to top, but we’ve got plenty of creative spark left for many more campaigns to come.