Moving beyond fear

A seriously different approach to cyber security

Client

NEC

SERVICES

Campaign Strategy, B2B, Hero Film, Short Films, Static Assets & Media Strategy

Brand
Purpose

NEC believe in the social values of safety, security, fairness and efficiency to promote a more sustainable world, where everyone has a chance to reach their own potential.

Issue

Over the past year we’ve seen Cyber Security move to top of the priority list around boardrooms for all enterprise and governments. With high profile security breaches exposed, there is extreme pressure on the CISOs to mitigate risk and enforce security. So much so that it’s taking a mental toll on leaders in the cyber security space, because it’s no longer IF threats will turn into a cyber security breach, but WHEN. The challenge is that even though a breach is inevitable and pressure is mounting to mitigate risk, the budgets for cyber security are not increasing. We needed to get enterprise and government influencers and decision makers who are under extreme pressure, to invest in NEC for their cyber security maturity, by positioning NEC as the trusted partner in Cyber Security Services.

Insight

Due to the increase in cyber security breaches, everyone’s being told the sky is falling down but they can’t invest any more budget because they only have 6-8% of their IT budget to spend on Cyber Security. The advantage NEC has is their expertise in defining what acceptable levels of risk are, and how to build organisational change management through their people, process, technology and organisation.

Content
Mission
& Solution

Whilst the bad PR from every breach dials up the stress on everyone responsible, fear is everywhere. Our strategy was to kill the fear tactics and create a new tone in the category of proactive pragmatism through a seriously committed approach to cyber security. Our idea was to show how being proactive, pragmatic and prepared is far more effective than being scared. This campaign positions NEC as the trusted partner that is bringing a lot more to the table - literally and figuratively.

Output

We produced a hero film, short form films & static content to be amplified through LinkedIn, Teads, TVsec and Foundry connecting with our c-suite audience in environments they are spending their time in, to drive awareness through to consideration and conversion through lead generation.

 

Through our creative we help NEC Australia obey the second rule of B2B marketing - Be Brave.

By moving the cyber security conversation to the inevitability of what happens after a data breach, NEC is helping the c-suite think and act with clarity by addressing the fear of the unknown and reducing it by getting them talking about being prepared to respond faster to lessen the impact. This approach of being proactive, pragmatic and prepared is different and works.

 

To land this approach we had to break the first rule of B2B marketing DBB - Don't Be Boring.

 

We created a new tone called playful intelligence and we told a customer hero story of an overworked CISO called Steve who brought NEC to the table and got so much more than anyone was expecting.

Impact

In the first few weeks of the campaign have delivered strong results:

 

  • 82.34% view rate on Linkedin  (benchmark = 31.7%)
  • Average Total Completion full view rate of 8.78% (the benchmark for 1:15 videos is 3.2%)
  • Average CPV = $0.04
  • Generating 16 leads a fortnight
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PROJECTS
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