Project title – Numbers
Brief – “Kaspersky Internet Security faced a challenge to drive brand awareness and credibility. Outside Russia, Media Therapy to come up with a campaign strong enough to drive the brand’s presence across critical global digital touch points, without the need for media support.
Creative – The concept was to create a video which played on the target consumers’ interest in puzzles and intellectual curiosities. Whilst the consumer was distracted by a simple numerical game, Kaspersky would demonstrate how easy it is for cyber criminals to extract your information whilst your concentration is focused elsewhere. The Kaspersky Protections Tests ‘Numbers’ campaign was a great success across all areas. The UK view target of 150,000 was surpassed, with the video reaching 160,843 UK views; an over-delivery of 7%. The global total reached an impressive 559,987.