LOS ANGELES J. Walter Thompson has launched a global print and online campaign for Symantec that warns consumers about potential threats to home computer security.
The effort, which broke this week in the U.S., will be translated into more than 15 languages and will appear in over 20 countries. Spending was undisclosed but is estimated at $25 million. Point-of-sale materials and promotional programs are also in the mix.
Four print executions and five online ads for the Cupertino, Calif.-based client, which produces software such as Norton Internet Security, continue to feature Symantec's signature yellow color. "When you're online, you're at risk" is the message of the campaign, said Brad Fornaciari, co-president and managing director at WPP Group's JWT in Los Angeles. There are also three print promotional executions that feature special offers, depending on the country.
One print ad shows a teenage girl at a computer. A friend is sitting on the couch nearby, reading the newspaper. The front page of the paper is yellow and contains the text "Stalkers could use the Internet to contact your children." A product shot is underneath. To the left of the product are the words, "Antivirus, " "Personal firewall," "Privacy protection," "Parental control" and "Spam filtering." Copy to the right of the product: "Protect your children from strangers and inappropriate Web sites."
An online ad states, "When you were out, hackers tried to break in. Protect your personal information from hackers."
"Consumers think, 'It's not going to happen to me,' that if there's a virus or a hacker, they'll go after a company," said Fornaciari. "You have a lot of personal information on your home computer," he added, noting banking and credit card information, photographs and other personal details. "If there's a security breach, you are just as at risk as a corporation is."
Print work is running in magazines such as Newsweek and People, while online ads are appearing on news and city sites, Fornaciari said.