Guerrilla Promotion: ADT “Intruder” Box

Here’s a clever guerrilla promotion that terrifies its target audience into paying attention.

To encourage apartment building residents to purchase anti-theft systems, security company ADT wanted to show renters first-hand how easy it is for someone to “break in” to their apartments.

Instead of going with their original plan of sending masked assailants to deliver this message in the dead of night (just kidding), they came up with this idea – a cardboard box that could be slid under the target’s door, then self-assembled with the help of an ingenious rubber band design.

For people returning to their locked apartments, the effect was that someone had somehow gotten in and left the box at their door! The box reads: “Breaking into your apartment is easier than you think.”


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