Digital Star Marketing - Bitdefender Antivirus for Mac – How safe is your Mac?

Category: Best Performance Campaign

Client: BITDEFENDER

Year / Domain / Status: 2015 / Computers / Participant

Strategy description:

Talk to most people who use a Mac, and they'll swear they're immune to the attacks & virus threats Windows users are so used to. It just wouldn't happen to them. It couldn't. There lied the obstacle we faced when launching the advertising campaign for Bitdefender Antivirus for Mac. How did we overcome this barrier? With the help of a video, we transported Mac users in the middle of an agency pitch presentation for Bitdefender Antivirus for Mac. The “cliché” agency creative guy is presenting a totally crazy scenario for the Bitdefender Antivirus for Mac commercial. In his script we see a series of nightmare events that happen to a person who doesn’t protect his Mac. The Bitdefender team rejects the proposed idea, simply stating that: “The threats are real, but Mac users shouldn’t worry. Their Macs are safe with Bitdefender Antivirus.” By avoiding the usual scare tactics security software companies usually adopt, we sent Mac users a trustworthy, reliable message: even if in today’s world, their Macs are not safe from malware & viruses, they can be safe with Bitdefender Antivirus for Mac. Considering our target - Mac owners worldwide, male & female, 20-45 y.o., with urban roots and creative fields of employment (architecture, advertising, and design) - this insightful approach offered real results: • we found a way to make Mac owners pay attention to the Bitdefender message and step away from their preconceptions about Mac security; • the brand name Bitdefender, known all over the world by PC users, is now familiar to Mac users, too;

Execution:

First we created a dedicated landing page for the campaign. Mac users were directed here and they could watch the video we created for the launch of Bitdefender Antivirus for Mac. Also, a “Download the trial version” button was placed nearby to grab the attention of those who viewed the video and were convinced to start using virus protection software. The video was also posted on the Bitdefender official You Tube channel and was reposted from there by top technology platforms like Cult of Mac and StackSocial, but also by entertainment platforms like Daily Motion. It was also promoted on Facebook via video ads.

Case visual: