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The real stories of hackers and victims are far more compelling than any ad we could create. So, we created a campaign for McAfee that put a human face to millions of victims and educated viewers about the threat of cybercrime.
To make digital security real, urgent, and simple, we gave this multi-billion dollar industry a name: H*Commerce. We brought H*Commerce to life through a full-length documentary featuring a victim of one of the largest and most elaborate email scams on record. It premiered in six bi-weekly webisodes on StopHCommerce.com, a website we created where visitors could view the film, learn about online safety and McAfee’s solutions.
We created out-of-home posters reminiscent of classic suspense films that included a mobile component where viewers could text a code to view the trailer and receive personalized updates. Online video placements were made on entertainment sites like Hulu, ABC.com, NBC.com and CBS.com. We developed customized programs with key sites such as NYTimes.com, Forbes.com, Wired.com and Slashdot.com. Social networks were also heavily leveraged – a YouTube page, Twitter feed, Facebook page, and a blog-seeding campaign were all put into place. The campaign was recognized with numerous awards including a Gold Effie and a Webby award.
In three months, brand awareness increased 150%, ultimately redefining a brand and the category.
The real stories of hackers and victims are far more compelling than any ad we could create. We set out to educate people about the threat of cybercrime by giving this multi-billion dollar industry a name: H*Commerce.
We partnered with filmmaker Seth Gordon to create a full-length documentary featuring a victim of one of the largest and most elaborate email scams on record. It premiered in six bi-weekly webisodes on StopHCommerce.com, a dedicated site we developed where visitors could view the film, learn about online safety and McAfee’s solutions. Out-of-home posters reminiscent of classic suspense films included a mobile component where viewers could text a code to view the trailer and receive personalized updates. Online video placements appeared on entertainment sites like Hulu, ABC.com, NBC.com and CBS.com, and customized programs appeared on key sites such as NYTimes.com, Forbes.com, Wired.com and Slashdot.com. Social networks including a YouTube page, Twitter feed, Facebook page, and blog-seeding campaign were heavily leveraged.
The campaign was recognized with numerous awards including a Gold Effie and a Webby award. In three months, brand awareness increased 150%, ultimately redefining a brand and the category.