Finding the new Disruption for ADT. TBWA Summer Intern 2013 contest for ADT (home security and home automation)

1. STRATEGIC
RECOMMENDATION
ADT
Future of value, purpose
and utility for
Strategic
RecommendationAugust, 2013
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2. WHO ARE THE SLAYERS?
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3. The briefHow can ADT continue to dominate the
security services market?
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4. The brief
Client’s need:
Client’s objectives:
Key benefits:
RTB:
Budget:
USP:
Keep up with home-automation trend and stay
ahead from competitors.
Less is moreBecome a major player in the new home
security and home automation market
Increase the number of customers. Become the
clear leader in security systems.
New competitors like Vivint have only recently
entered the Home Security market and have
already taken up a big market share.
Create a sense of All Around Safety
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5. OverviewHow the market is split, and
where is it going?
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6. Market analysisHome-security market is expending. With the growing home automation trend, is
home-security will move into a new mega-market?
1
2
3
4
Today, Home security market is estimated at
$21bnin the world.
Today, Home security and home automation market
is estimated at $13bnin the U.S
Source: PRlog.com
Source: Fiercecable.com
Home security and home automation is estimated to
reach close to $48bnby 2018 worldwide.
Source: Transparency Market Research
New competitors like Vivint have grown at a 15%
CAGR since 2006.
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7. Competitors analysis
A niche into a huge and lucrative market
1 The same market
Home security system
Home automation
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8. Competitors analysis
2 A similar market
A niche into a huge and lucrative market
Internet security
Bodyguard
Personal alarm
Alarm Provider
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9. Competitors analysis
3The same target
A niche into a huge and lucrative market
Technology
Making life easier
Managing the home
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10. Competitors watch
ADT seems to be the clear
leader in content creation.
Customers are looking for
something free, that increases
security inside the home through
home-automation.
Even if ADT is a clear leader, competitors are increasingly gaining market share.
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11. Competitors watch
Not the ones we expected
As a pioneer, ADT is still the leader on searches and Protection One seems to historically have
been the next in-line. But, according to Google's forecast, Vivint is increasing considerably in
popularity and seems to be the next challenger - or even leader.
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12. Competitors care
An open-minded brand, socially and innovative brand
Trendy and helpful brand based on traditional values.
Stretch the brand to another market, good
communications based on outside the home
Home automation digitally controlled by devices and
powered by AT&T
Live in a smarter and healthier home
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13. Competitors care
An open-minded brand, socially and innovative brand
Trendy and helpful brand based on rational values.
“Make your home better thanks to valuable things” Stretch the brand to another market, good
communications based on outside the home
Home automation digitally controlled by devices and
powered by AT&T
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14. The target audience
High education / income
U.S resident
Homeowner
Parents
25-55 years old
Working-busy
Retired
U.S resident
Homeowner
Cagey
Collector
Living far away from the
city
Secure the family
Secure themselves
Secure goods
Divided by different priorities and different uses, but there is one common need: Security
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15. Consumer insights
Based on our own research
(close to 100 people sample)
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16. 86%Feel safe at home and in their neighborhood.
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17. 36%Are aware of crime activity within their neighborhood.
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18. 58%Would like more information about safety breaches in their neighborhood.
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19. 52%Feel now the need for a security system
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20. Key Takeaway
A saturated market with a niche opportunity
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21. SWOT AnalysisCreate and innovate as business’ fuel
Strengths Weaknesses
Opportunities Threats
of the share market25%
Top of mind#1st
Large committed network
Higher prices and complicated installation
Low product awareness for other solutions
Consumer embrace new
technology everyday
Home automation is fairly new
20% of home always had security system
Home automation has a low barrier to entry
Friday, August 9, 13

22. SWOT AnalysisCreate and innovate as business’ fuel
Strengths Weaknesses
Opportunities Threats
of the share market25%
Top of mind#1st
Large committed network
Higher prices and complicated installation
Low product awareness for other solutions
Consumer embrace new
technology everyday
Home automation is fairly new
20% of home always had security system
Home automation has a low barrier to entry
Friday, August 9, 13

23. SWOT AnalysisCreate and innovate as business’ fuel
Strengths Weaknesses
Opportunities Threats
of the share market25%
Top of mind#1st
Large committed network
Higher prices and complicated installation
Low product awareness for other solutions
Consumer embrace new
technology everyday
Home automation is fairly new
20% of home always had security system
Home automation has a low barrier to entry
Friday, August 9, 13

24. SWOT AnalysisCreate and innovate as business’ fuel
Strengths Weaknesses
Opportunities Threats
of the share market25%
Top of mind#1st
Large committed network
Higher prices and complicated installation
Low product awareness for other solutions
Consumer embrace new
technology everyday
Home automation is fairly new
20% of home always had security system
Home automation has a low barrier to entry
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25. 6 months ago, you were:
A leading provider of electronic security in the United
States and Canada, through multiple solutions, such as
ADT pulse, Home health or Small business with the aim
to protect homes and families
Protecting is not enough
What are ADT’s needs?Leverage the ADT brand in a brand new market shaped by new consumer behaviors
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26. Environment analysisHome-automation and the “Super Home”.
Telecommunications Moderation Entertainment
Domestic Maintenance Quantified HomeHealth
Control Your Home Everywhere Control Every Aspect Of Your Home Control Your Home with One Device
Make Life Easier Monitor Your Health/Life Understand Your Home
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27. Optimization of the home
Conventions
Idealized family home Fear of outside
Monitor your home
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28. Safety lives inside the home1.
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29. RECAP
Fear of outsideHome is security An unmet need
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30. ProblematicHow do we make consumers feel safe both
inside and outside of their homes?
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31. Creating a fearless world2.
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32. Game changing shift
Inside Inside and outside
FROM TO
Home automation Life automation
Fear Peace of mind
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33. Safety is living outside the home3.
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34. Safety lives inside
the home
Creating a fearless
world
Safety is living
outside the home
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35. The ideaImproving consumer’s experience through
value, sense of purpose and utility by
humanizing technology.
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36. Introducing
the Life Pulse
A new feature on ADT Pulse which allows the
user to make his destiny.
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37. Add value to your third hand
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38. TakeGive the device a new utility
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39. TakeCustomization as a clue step
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40. TakeMake your own destiny
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41. Why LifePulse?While people buy a benefit, they will buy into
a purpose.
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42. The planTransforming weaknesses into strength
1 2 3Create a need Giving a opportunity Pushing
Thanks to push
notifications
Thanks to pop-up in
app advertising
Thanks to the
community watch
Create a 30-day free trial
version
Giving coupon
Partnership with college campus
Community watch programs
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43. Communication plan
“Platform is not enough, we are media artists”
Lee Clow
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44. PRINT ADVERTISING
Rewrite the story
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49. Communication planFinding the media who correlated with the brand’s ideal
INNOVATIVE BANNER MAKE YOUR OWN DESTINY
Generating a creative buzz
through a blogger operation.
Idea
Strategy
Showing the importance of
knowing the information before
everyone else.Having a partnership with google street view. Thanks to the
IP tracking, it will be able to create a geolocalized
customizable banner
Idea
REWRITE THE STORY
Rewriting avoidable mishaps in
pop culture movies.
Idea
Strategy
Showing the importance of
knowing the future.
ideas
medias3
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50. Communication planA communication plan based on a virtuous cycle
PAID.Partnership with Google Street view
MEDIA?
OWNED.Facebook account, Twitter and blog
1
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51. Communication planA communication plan based on a virtuous cycle
PAID.Partnership with Google Street view
MEDIA?
OWNED.Facebook account, Twitter and blog
EARNED.PR relation, ePR event and potential buzz
1
2
Friday, August 9, 13

52. Communication planA communication plan based on a virtuous cycle
PAID.Partnership with Google Street view
MEDIA?
OWNED.Facebook account, Twitter and blog
EARNED.PR relation, ePR event and potential buzz
1
2
3
Friday, August 9, 13

53. Communication planA communication plan based on a virtuous cycle
PAID.Partnership with Google Street view
MEDIA?
OWNED.Facebook account, Twitter and blog
EARNED.PR relation, ePR event and potential buzz
1
2
3 ROI+
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54. WRAP UP
25% 15%
Home security
Home security
Home automation
&
$48bn$21bn
~$5bn ~$7bn
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55. Thank you
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