Symantec is a global leader in infrastructure software for businesses and consumers. The release of Endpoint Protection 11.0 software was Symantec’s biggest product launch in years to an audience of channel agents, resellers and end users in small to medium-sized enterprises across Europe. The software bundles five IT protection technologies into one convenient package, so the campaign was loosely based on the concept of ‘The one solution’.
The campaign needed to create awareness of the software, educate its audience about its benefits and requirements, and persuade people to register by end-user launch events that would motive end-users to download trial software.
The target audience was channel agents, resellers and end-users in small to medium-sized enterprises across Europe, which mean motivating them to sell the product, helping them target different types of potential customers, as well as making the selling points clear. It was also important to communicate with the end-users directly and personally, through through microsites, online games and a live virtual event.
The ‘one solution’ drive is in the detail
‘The one solution’ microsite needed to be all things to all people. To make the interface dynamic, a Flash introduction directs users into the various content areas. Its 3D interface made it easy to explore, and yet subtly emphasised ‘the one solution’ message. All online material had a simple, stripped-down look to accommodate lots of interactive content.
Two viral games were created: Superhero and Finger Athletics. Superhero tapped into the competitive spirit among resellers and distributors, and drove registrations to the local launch events in each country. The theme played on the fact that Endpoint contains five protection ‘powers’.
The channel players could personalise their hero by uploading a photograph, choose from a range of costume elements and superpowers, and then see how they stacked up to other players on a leaderboard. Each superpower had an explicit link to an Endpoint benefit.
Finger Athletics emphasised Endpoint’s lower systems requirements providing better productivity as the computer becomes much more efficient. The idea involved humorous, timed typing games with the message that users needed to train their fingers to move faster to keep up with the newly-efficient computers. Photorealistic images, a mini stadium set, and rigorously-tested typing games made finger athletics entertaining and challenging enough to keep users coming back for the chance of the top spot on the leaderboard.
Staging an event in one physical place was impractical for delegates expected to attend from 17 countries so an online event was created that allowed high impact, multilingual delivery. The event itself included:
- Live video streaming of presentation by key Symantec personnel
- Real-time chatting with Symantec experts
- Life forums for 1400 attendees from 17 countries
- Content in four languages
Results
The web was the only media used for the Endpoint campaign, for which the budget was £180,000. The entire launch exceeded budgeted targets sales by 12.7 per cent, while direct end-user sales increased by 18.5 per cent. Local launch events filled up so fast that registration had to close early. The target for registration for the virtual event was exceeded by 33 per cent and over 1000 people played the superhero game.
“This launch had the most integrated and innovative use of marketing for Symantec EMEA in the company’s history, and the involvement internally and from customers went far beyond expectations,” says Paul Hoskins, global campaigns manager at Symantec.
