Kaspersky: Hackers Hate
Deliverables: Mid-Funnel Digital Campaign
From here: Advanced cyber hack stories make for enthralling content, but selling on fear damages brand trust. Kaspersky needed to reach a younger audience who didn't think they needed internet security, without resorting to scare tactics.
To there: A smart mid-funnel digital campaign centred on the unifying line "Hackers hate when we join forces against them." By recutting existing editorial footage into fresh, benefit-led stories, we transformed hacker thrillers into clear reasons to buy.
The creative experience
Younger audiences watch hacker stories for entertainment, not for product pitches.
We turned those high-stakes narratives into a positive call to action. By featuring Kaspersky researchers alongside recut story footage, we put a human face on the brand –demonstrating real technical expertise and inviting viewers to join forces against cyber threats.
The smuggle
Content, digital, and product teams usually work in silos; we solved a major headache by using editorial content for mid-funnel ads.
By recycling and repurposing existing film assets into targeted performance creative, we delivered a multi-team asset kit that shifted audience perceptions and inspired purchases – all without spending a penny on a new shoot.
It is quite simple: I really enjoyed working with you! Fast, creative, with a lot of understanding for the situation I was in. And then the rapid, uncomplicated additions when the media team changed their minds. A really very good experience! Nothing to complain about at all!
Rainer Brock
Head of Content and Platform, Kaspersky