The leading cybersec company Avast asked us to create a video campaign promoting their Secureline VPN product. For the US market. And because we love challenges, we said what? We said hell yeah!
The White Noise
At first, we did the research - as always. We found out that every commercial for VPN (of any brand) has the same pattern - it scares you, more or less, to push you into buying the product. But we also knew that people are quite immune - these kinds of threats already became a white noise.
Americans are afraid of plane crashing
Americans worry about online fraud and use VPN
The nice people of the internet
Bunch of cybercriminals living the Robin Hood way. Stealing your personal stuff for your own good only. Wait, what? You say this would never ever happen? Well… now you’re talking!
We turned the problem all around and made the threat real, simply by not showing it in the first place.
Let the freak show begin
- socialsecurity number
- Internet banking
- social media account password
We chose few most common internet frauds in the USA - thefts of social security number, internet banking and social media account passwords. To each of them we created personas that represented it.
Tailor made product proposition
Although every American online could use a VPN, their use cases are different. To reach everyone with the right message, we used Director Mix by Google. A unique system that creates tailored versions of your videos, easily uploads them to the Avast’s YouTube channel and prepare campaigns to run in Google Ads. Less effort from client’s and our side and bigger performance for everyone. That’s something you can call win-win!