As part of our ongoing and long-term support for the biggest security company in the UK we have been supporting Unity PR on a brilliant, integrated campaign looking at home security from a different perspective – that of crime-writer Sophie Hannah. Sophie now writes the new Agatha Christie novels as well as her own series featuring Simon Waterhouse and Charlie Zailer, whom she was persuaded to bring into a novella for ADT built around home security issues.
We helped to devise the overall digital strategy: leading from social posts and ads to a campaign microsite within the ADT site for people to then register their details in return for a copy of the book. Then on top of a traditional tease, reveal and sustain social campaign we added an opportunity for the real fans to get stuck in to their own mystery using supporting character Owen Timmers who we created an interactive Twitter chat-bot for. He would respond to messages with a rabbit-hole into his own take on the book’s central plot and a series of visual and cryptic puzzles whose solution would then enter people into a draw to win signed copies of Sophie’s recent back catalogue.
This was a classic integrated campaign for a few different reasons:
- A fantastic exclusive central asset – the book itself, available as a pdf download from the ADT website.
- Visually stand-out social content providing the lead in and opportunities to share fragments of the story
- Niche / influencer marketing – Sophie is an influencer as well as author and has massive sway over her fanbase, which includes a lot of aspiring crime-writers as well as crime-fiction fans – many of whom came along to the event
- Genuine conversation and value exchange – taken much deeper through a live launch at The Ned and a panel discussion giving Sophie’s and a second author Lucy Ayrton’s, tips for crime writing
- The opportunity for super-fans to delve deeper – and ADT to prove itself as innovative in its marketing as in its security and protection systems
The KPIs for the campaign were extremely strong, with not just a very significant reach leading to the highest recall of any we had done for the brand, there was also a high percentage of people claiming a propensity of people likely to buy from the brand as a result.
