The opportunity
The opportunity. Many of ADT’s customers were coming to the end of a long-term monitoring contract they had signed in order to get a free alarm system installed in their property. With most property owners luckily having never needed a call-out, they were questioning the value of continuing with a monitoring contract.

The solution
The solution. A personalised direct mail pack that convinced property owners an unmonitored alarm is only half as good. In fact, without monitoring they might as well be putting out the welcome mat for burglars.

The result
The result. A massive 50% of recipients renewed their monitoring contracts with ADT (30% higher than the required level).

Awards.
2008 Marketing Association RSVP Awards – GOLD – Customer Retention.