Kaspersky Lab, a top four IT security company, wanted to boost market awareness, increase sales, and launch its ground breaking Endpoint Security 8 product. But with an increasingly commoditised IT security market, where do you go?The ‘Be ready for what’s next’ campaign was a positive rallying cry aimed at senior IT decision-makers across Europe and North America. It aligned the campaign with both seizing business opportunity and managing risk; the twin challenges faced by every IT administrator and CIO – globally.But to prove this, content was needed. This needed to be relevant, interesting, disruptive and above all, useful.The campaign drew a European audience of more than 18.5 million through print media and over 157 million through online coverage. The pipeline was worth $29m.So Kaspersky had a great idea, and with content, they proved it.