Trend Micro
Previous Project
You don’t have to shout to be heard
Disciplines—
media + online advertising
Challenge—
Trend Micro operates in the crowded IT security market, where you need to make a big impact to get noticed. We wanted to raise brand awareness by going beyond standard advertising campaigns to imprint Trend on buyers’ minds.
Solution—
Working with ChannelFlip, we proposed that Trend fund a documentary series with renowned filmmaker and author, Jon Ronson. He investigates the people, companies and even governments who use the Internet to bully, subvert, manipulate and even suppress human rights. The series, entitled ‘esc & ctrl’ consists of short video episodes, blog entries and Twitter and Facebook entries. Each one is released soon after it has been made.
Results—
The Trend-sponsored episodes are guaranteed 11,000,000 plays over a year and are promoted on YouTube, Facebook, Daily Motion, The Guardian and other distribution channels.
This approach provides coverage above and beyond standard placements and makes Trend synonymous with addressing security risks. Users can amplify the campaign by commenting on the videos, sharing them with friends and posting on social media.
One of the episodes generated more than 75,000 views on YouTube after only three weeks.
Contact—
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