|
|
| Corporate Brand Pilot |
| |
|
| Trend Micro is one of the leaders in the consumer and corporate anti-virus software category. Like many companies, their European efforts have traditionally focused on the key UK, German and French markets. Investment in secondary markets has always been intermittent and not afforded Trend the opportunity to credibly grow their brand. 2008 budgets were considered too low to make a sizable contribution in their (more expensive) traditional media markets. What it did afford was the unique opportunity to test the impact of a sizable communications budget in a “virgin” market. For numerous reasons, Sweden was seen as a perfect choice. A homogenous media market, high levels of internet and broadband penetration, relatively Greenfield in terms of competition and low Trend awareness. With that in mind, the Banner team set about creating a unique pilot program. |
| |
|
| Two core elements drove the overall campaign. Firstly, the low awareness of Trend Micro in Sweden and how to tackle that head-on. Secondly, category issues which typically make this a low-involvement purchase. Like insurance, most people don’t give a thought to the robustness of their software until they’ve been hacked or suffered some kind of attack. However, a number of factors have contributed to a marked increase in, what Trend Micro terms, web threats. High-speed internet is more porous than dial-up and it has reached almost universal penetration. Social networks are also considered prime targets and they enjoy huge popularity – especially in Sweden. In the confluence of those factors, we saw opportunity. We needed to highlight that web threats were more pervasive than most Swedes knew. In a low awareness market we needed to create campaign that would effectively get Swedes to sit up and pay attention whilst not reverting to fear, which would run counter to the Trend brand voice. |
| |
|
| We leveraged two pillars for the campaign. Using partnerships with Sweden’s largest publisher we created a bespoke Trend character – The VirusDocktorn – who, through a series of video segments on the Aftonbladet site, visited the homes of ordinary Swedes and helped them with their virus issues. From vaccuming a PC to laboriously rebuilding a 10 year old computer, the VirusDocktorn created an amusing (and helpful) embodiment of Trend. To highlight the correlation between certain online activities, like P2P file-sharing, social networks and shopping, we used behavioural indexing to determine the most popular sites and then built bespoke creative to highlight that certain activities dramatically increased the chances of being hacked. In all cases, keeping the helpful and empathetic brand voice of Trend was key. |
| |
|
| Campaign saw an increase in brand recognition of almost 7% with advertising creative awareness rising by 22%. Although these results exceeded expectation, the most welcome outcome was a marked increase in partner and retail opportunities. Retail owners who had previously been lukewarm towards trend Sweden began actively soliciting the company to discuss partnerships. Much of their renewed interest sprang directly from the traction of the campaign. |
| |
| |
| |
|
