Campaign: Going mainstream
Client: Trend Micro
PR team: GBC
Budget: In excess of £100,000
Trend Micro is a leading internet security firm that is well known among enterprise audiences. GBC was brought on board to help Trend Micro reach mainstream audiences and cross from trade to consumer.
- To target 'silver surfers', teenagers, online shoppers and women in particular
- To raise awareness of online crime and how to stay safe.
Strategy and plan
GBC created strategies to target key media for each demographic. For the older generation, the team used the hook of National Silver Surfers Day; for teenagers student and music media was used. In the run-up to Christmas, GBC referenced the 12 days of Christmas and linked it to 12 online scams. An exclusive on cyber stalking and cyber bullying was offered to Glamour magazine.
Measurement and evaluation
More than 250 pieces of consumer coverage were achieved including in The Sun, BBC News and News Of The World. The Silver Surfer pieces ran in Seniors and Saga magazines, the teenager pieces appeared on Last Broadcast and music sites, and the cyber stalking exclusive appeared in Glamour.
Trend Micro increased sales by three per cent in 2008 and brand recognition is now at 69 per cent unaided. The target is to reach 98 per cent unaided by 2010.