Radio Advertising:
ADT Federal Systems

Marketing Challenge:
ADT Federal Systems Division (FSD), the dedicated government arm of the world's largest electronic security company, sought increased brand awareness in the strategic federal homeland security and defense markets. Through a confident radio campaign, the company hoped to capture public interest and to promulgate its identity as a leading government security integrator to Beltway insiders.

Strategic Solution:
The Borenstein Group concluded that ADT FSD's extensive (and to a large degree unheralded) involvement in federal, state and local government security initiatives formed a striking narrative. By tailoring the message for three distinct audiences (the Department of Defense, the Department of Homeland Security and protectors of the nation's critical infrastructure), Borenstein infused a message of diversity and breadth with the impactful intimacy of a highly-targeted campaign. The dramatic presentation of the ad provided ideal stylistic flourish to ADT FSD's stirring message of patriotic service. With the radio as catalyst, ADT FSD is now fast becoming one of the most familiar names in federal security arena.