- Strategy and creation
- Campaign tests
- Video spot adaption
- Radio commercial
BackgroundESET is a global provider of cybersecurity solutions for computers and mobile devices. Its products have been available on the Polish market for almost 30 years already, however the brand’s recognition – spontaneous and supported alike – is surprisingly low. The fact that one of ESET’s research & development centres is located in Poland, in Cracow, has not helped.
What was the challenge?Other brands in the industry communicate very actively, and very effectively at that. As a result, potential customers are much more likely to recognize the other brands, not ESET. Therefore, we could not rely on the brand’s past creations. We had to create something new – something that would grab attention and stand out from the clutter.
What were the goals?Create an image-building campaign that would increase ESET’s recognition among SOHO+SMB entrepreneurs.
Our ideaHaving your own company is a tough job – especially for one-person and small businesses. We wanted our communication to tell them that we understand their struggle. ESET will mean one problem less in their minds – cybersecurity – so they will be able to focus on what they are experts in. This is what ESET is for! (Od tego jest ESET!).
We co-operated with K2 Media, and were responsible for creative parts of the project, meaning:
What were the effects?
The results of the campaign confirmed that Polish entrepreneurs really want to focus on their trade – they chose ESET, because ESET chose us. This is what Artegence is for!