Create an awareness building campaign for McAfee Antivirus’s new identity theft software, launching at the 2018 Consumer Electronics Show in Las Vegas. Targeting media and industry attending CES, the campaign would ideally connect the protection of the antivirus product to the brand and the new software benefits.
McAfee’s purpose is to make the digital world a safer place in which to live, work, and play. In 2018, the brand’s software protected over 375 million people worldwide. McAfee Identity Theft Protection extends peace of mind from devices to identity, with tools to cover the full spectrum, both before and after ID theft happens. Which is a good thing, since one in 16 U.S. adults have been victims of identity theft.
The opportunity for McAfee was to humanize the problem and brand. Our goal was to put identity theft in perspective, positioning McAfee as the protection experts and provider of credible solutions. We did that by giving identity theft, well, an identity.
During the 2018 CES event, we created three :15 animations that lived at the Fashion Show Mall across from the convention center in Las Vegas. These screens worked in conjunction to tell the full story of the human problem, the protection, and the solution.
Identity theft looks like real people. It affects real lives. Their hard-earned dollars, reputations, blood, sweat, and tears. All that can be destroyed in moments by the wrath of those who are desperate. Identity theft has a name. It is your name, and mine. This is more than a technology issue. This is a human issue. Let’s show the human side. The protection, the benefit, and the heartache. Let’s show what #identitytheftlookslike.
Although not a business goal for the client, we wanted to see if we could drive traffic to a website and increase sign ups for their new Identity Theft Product trial. We created a basic landing page using KeepIdentityPersonal.com.
We provided the McAfee brand team with the assets and messaging points needed to execute a social and PR launch ensuring this was a well-rounded launch of the Identity Theft Protection product.
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.
