For more than a decade, Chantilly, VA-based Intersections has operated primarily as a b-to-b provider of identity-theft and fraud protection solutions to leading financial institutions.
Earlier this summer, it began efforts to enter the consumer marketplace.
In an attempt to introduce its new Consumer Direct business with a limited "free trial" offer, Intersections partnered up with Edelman to launch the "Stop iJacking" campaign.
Edelman, along with Intersections and other marketing partners, built awareness for the company's consumer efforts by coining the term "iJacking." Tony Telloni, SVP and deputy GM at Edelman Consumer Brands, says iJacking was intended to get consumers thinking differently about identity theft and fraud protection by demonstrating the emotional and financial hardships that result from fraud crimes.
Edelman partnered with Bert Sperling of Money magazine's "Best Places" fame to conduct an in-depth "Riskiest Cities for iJacking" study, which analyzed which US cities were most at risk for iJacking crimes. The company launched a microsite, Stopijacking.com, to promote its Identity Guard product. A radio media tour, ANRs, and media relations were used to drive the effort. To highlight the issue, the campaign launch was moved up to coincide with a page-one New York Times story linking meth use
to identity theft - a key factor in the iJacking study.
The campaign resulted in a variety of radio, TV, and print placements, while generating online and blog chatter. Telloni says the campaign initiated a dialogue and debate regarding the impact of identity theft, with major media highlighting the term "iJacking" and ways to prevent being iJacked.
Intersections and Edelman are discussing how best to continue to seed "iJacking"in the marketplace.
PR team: Intersections (Chantilly, VA) and Edelman (New York)
Campaign: Stop iJacking
Duration: Late June-ongoing
Budget: Less than $200,000