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Bitdefender is the Romanian creator of one of the industry’s’ fastest and most effective lines of internationally certified security software. Every day, Bitdefender protects 500 million of home and corporate users across the globe — giving them the peace of mind of knowing that their digital experiences will be secure. Among its classic line of security solutions, Bitdefender also offers security solutions for Mac OSX. First, gone are the days when the best antivirus for the computer was the fact that it was, well, a Mac. While malware targeting Macs is a growing danger, some experts say the biggest vulnerability for the Mac OSX system is the Mac users’ belief that their computers are immune to viruses. Second, but not least important, not all malware is spread through software; more and more threats are coming through email, social networking or security risks online. Mac users don’t have to have a virus to compromise their credit card information while browsing and shopping online. With this background in mind, we needed to find an out of the box way to: • Generate awareness for Bitdefender as a leader for Mac security, worldwide; • Drive installs of the free trial Bitdefender Antivirus for Mac product, worldwide; • Increase sales for Bitdefender Antivirus for Mac, worldwide;
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Strategy:
Strategy: 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;
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