Our objective was to compel action with 28-35-year-old homeowners researching smart home security monitoring. To remind smart home security intenders that ADT monitors for all type of threats 24/7, we built an approach to education content that reinforced the brand as the most trusted provider with the strongest connections to first responders. But they trivialize home security into small and regular “peripheral dangers”, such as parcel theft, unaware of life-threatening threats including carbon monoxide and fire. Fear of fire triggered by virtual reality, pushing minds to the limit! ADT, named US’ most trusted home security provider, is losing share of attention to Nest and Ring, whose self-install, self-monitor systems are more desirable to first-time homeowners. Advertising legend / cultural anthropologist Clotaire Rapaille asserts that the "reptilian brain" (Amygdala) responds effectively to fear-based messaging – and what more primal danger is there than fire?! In 2014, neurological “Amygdala Activation” research proved that virtual reality produces a more heightened response than linear video or still image.
Title: ADT Fire Safety Virtual Reality Experienceīackground: To educate first-time homeowners about the dangers of home fire – and need to mitigate risk – we integrated a psychologically-driven approach* with an emerging technology, to immerse an audience with a paranoia-inducing VR experience.
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