CLIENT:

Avira

PROJECT:

Video Series

CHALLENGE:

Avira is a 30 year old cyber security company in Germany and are a dominant force across Europe. But they're unknown in the US. And they're outspent by behemoth competitors like McAfee, Norton, Webroot, Kaspersky, Avast, and others by 100 to one. Avira has to outsmart the competition, as it will never outspend them. Avira is GDPR compliant and believes everyone on the planet deserves to be protected online. (In fact, they have always offered a free version for anyone who can't afford their software.) Their critical difference? Avira doesn't sell their customer's personal data to unscrupulous companies and personal data brokers like its competitors do. So Avira's profits are limited to annual subscriptions, which are far less profitable than customer data. So how does this unknown company break through, earn the trust of Americans, and persuade them to change their online behavior? How does Avira explain the truth around what's happening with people's personal data? And equally challenging, how do they convince people that their privacy matters? That they should care and take action? And that the time to act is now?

RESULTS:

I wrote and helped to produce and edit this video series featuring global experts on data privacy and security running on YouTube. Rather than use scare tactics like the competition, I helped develop a creative strategy and all subsequent creative that focused on empowering people by arming them with knowledge. By taking a positive approach. By informing people they have a right to privacy, educating them why it matters, and that there's still time to protect themselves, we separated ourselves from the herd. This landing page resonated extremely well across the US and was key to an omnichannel campaign that included videos, banner ads, social, blogs, and PR. The purpose was/is to wake America up to the real cost of "free" apps, online shopping, online financial services, social media, IoT, and more. To educate, inspire, and persuade to engage. This series had a secondary purpose of driving paid subscriptions and free downloads of Avira's online privacy/security suite.