Every second counts during an emergency. With the ADT LifeLight, we transformed the iconic ADT yard sign into a lifesaving innovation that guides first responders to homes faster at night, helping save precious time when it matters most.

ADT Lifelight 2

At night, emergency response times are delayed by up to two minutes due to poor lighting, similar-looking homes, and hard-to-read addresses. This delay can mean the difference between life and death. ADT needed to prove its brand belief, “every second counts,” while addressing this critical safety issue and improving brand health in a competitive market.

Guided by ADT’s 150-year legacy of innovation and commitment to safety, we sought to create a solution that would not only reinforce the brand’s core values but also tangibly improve lives.

We turned the passive ADT yard sign—an iconic symbol of home security—into an active lifesaving tool. Introducing LifeLight: a patent-pending, smart-enabled yard sign that connects wirelessly to a home’s security system. When 911 is alerted, LifeLight automatically illuminates, guiding first responders directly to the home’s location, even in the darkest conditions.

  • Brand Consideration Tripled: After learning about LifeLight, consideration of ADT surged threefold, demonstrating its breakthrough potential in a competitive category.
  • Market Disruption: Nearly 8 in 10 non-ADT users expressed serious interest in switching to ADT after seeing LifeLight.
  • Perception Shift: ADT’s reputation as an innovative brand increased by 220% post-exposure to LifeLight.
  • Trust Boost: A 25% lift in the belief that ADT is “reliable in emergencies” reinforced the brand’s platform, “When Every Second Counts, Count on ADT.”
Im Überblick
8 in 10

Non-ADT user interested

Im Überblick
+220%

Lift in "Innovation" perception

Im Überblick
+25%

Lift in "Emergency Reliability" perception

ADT Lifelight Brand Lift Study, March-April, 2025.

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