INSIGHT

Kaspersky are a global cybersecurity company with market leading security software.

With the volume of cyber threats escalating, Lane Media, working with OOH partner Talon, had the idea to harness the reactive power of broadcast digital OOH to warn businesses of the importance of cyber security at the most prevalent time.

Through “planned reactive” planning, the Lane Media team were able to react swiftly and positively to roll-out activity within 24 hours of worldwide ransomware attacks such as ‘WannaCry’, which affected 74 countries and over 200,000 victims including the likes of the NHS, Telefónica and Renault.

As an industry leading B2B cyber security company, Kaspersky saw the importance for businesses of all sizes to take the threat seriously – with digital OOH being the perfect platform to be responsive with such a topical issue.

IDEAS

In the wake of an attack, a tactical one-day digital OOH campaign was launched, reaching key business audiences in the City of London and Canary Wharf. The campaign covered 462 digital screens in a variety of environments from rail to underground, taxis to offices and large-format digital screens on major routes in to the City.

The campaign was able to talk to Londoners at the heart of financial and tech businesses when major hacking is front of mind – at the most relevant time, reminding companies about the need and importance of robust cyber security.

OOH contractors were instructed the evening before with messaging, which then broadcast throughout key locations in London during the following morning’s commute. Our plan connected with key decision making commuters as they travelled to work via multiple touchpoints across rail, underground, roadside and even within 99 major office buildings.

IMPACT

Website traffic on kaspersky.co.uk saw an increase of 36% week on week and 95% year on year. The campaign was nominated within the ‘Best Reactive Campaign’ in Creative Out of Home Awards and subsequently used as an example of best practice OOH reactive planning across Europe.