The Power of Protection
This is the second campaign I wrote for Kaspersky. The strategic direction had shifted over a couple of years from advertising specific products and upgrades to talking about more general ‘Evergreen’ topics – these are the ongoing security concerns like financial, family and identity.
Again, the obvious way to approach a risk based brand like this would have been to show the risk, the threat, the bad guys, to dramatise the issue.
But it’s always much harder to focus on the benefit. So that’s what we did.
Starting with a simple, bold, clean look, the campaign used a range of connected devices – smartphones, laptops and tablets, cleverly incorporated into various visual metaphors each highlighting the benefits of using Kaspersky to protect your digital life.
Strong, simple headlines explained ‘why Kaspersky’, and the ads were signed off with a new global line ‘The Power of Protection’.
From crosstrack posters on the underground to press and magazine ads, digital, pre-roll and TV, the campaign was rolled out around the world cementing Kaspersky’s credentials as a clever tech brand.