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BRANDING NEWS: Kaspersky Lab turned to Earnest for global campaign

Kaspersky Lab worked with multi-B2B Marketing Award winner Earnest to launch its recent global campaign.

Designed to herald the new Kaspersky Endpoint Security 8 for Windows and Kaspersky security centre product suite, the ‘Be ready for what’s next’ campaign aimed to boost market awareness and increase sales, as well as to promote understanding about security threats.

A mixture of channels were utilised across the globe, including advertising, online marketing, email marketing, direct marketing, social media, PR, webinars, events and a multi-lingual campaign micro-site.

The campaign, which launched on 6 October 2011, drew a European audience of more than 18.5 million people, through print media and over 157 million through online coverage.

John Malatesta, vice president of B2B field and channel marketing, West Europe and North America, at Kaspersky Lab, said, “This was the most ambitious marketing campaign undertaken in the history of Kaspersky Lab.”

“However, in today’s interconnected, increasingly mobile world, it was right to launch a new product suite on a global stage.

“We wanted the company to speak in a single voice and take the simple, but vitally important message of being ready for what’s next to everyone in our target audience and beyond. We are thrilled with the success of the campaign.”