BOCA RATON, FL: ADT is raising the alarm on the deadly nature of house fires with a VR campaign.
The home security company sent VR kits to 85,000 people aged 25-45 in single-family homes in ADT markets. The kit contained a headset and instructions to wear it while watching a simulation of a house fire on a YouTube app on a phone.
In the video, a mother is woken by a call from ADT to tell her they received an alert through her smoke alarm that there is a fire in the house. The ADT operator instructs her to evacuate.
As the scene unfolds, text appears on screen warning of unforeseen dangers during a house fire, concluding with: "A working smoke alarm can’t send help unless it’s connected to a monitoring service."
Throughout the video, ADT shows viewers some of the obstacles they may face during evacuation, such as falling debris and smoke. But it also lets viewers consider lesser-known dangers as well.
For instance, the inhalation of smoke and carbon monoxide will have a disorienting effect on people. In addition, when the firefighter arrives, played by Jay Robertson, ADT’s SVP of marketing, the daughter runs away in the video.
"It was an opportunity to do something different and put tech directly in their hands," said Shannon Hendrickson, ADT senior director of marketing. She added that there’s usually higher levels of engagement with VR involved.
The idea came from marketing services company Harte Hanks.
"It’s part of our brand modernization efforts to show ADT," Hendrickson said. "We did some focus groups where we saw people respond positively to the video. It was helping to show that ADT cares and is trying to help people stay safe and be better protected."
It’s still early to share any conversation metrics, she added.