"The More you Connect,
The More we Protect"
ESET the Cybersecurity vendor needed a powerful positioning statement and "catchy" creative mechanism which could be used to promote the diversity of cybersecurity protection on offer. This needed to be translated into multiple languages and be extensible to new offerings.
THE BIG IDEA
Rather than focus on the security itself, we decided to focus on the diversity of what people use the internet for and the fact that to access the internet you have to connect and every time you do so ESET is there offering protection.
From this the positioning statement "The More you Connect, The More we Protect" was born.
This simple device has been used tactically across the ESET business position the range of products offered in a relevant context and the advertising it has been used in has generated directly attributable revenues of in excess of 100 million Euros.