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Norton from Symantec
Waging a Real War Against a Virtual Villain

RAN IN: United States

CLIENT
Symantec Corporation

Rowan Trollope, SVP, Marketing & Product Management
Rhonda Shantz, VP, Brand Marketing & Public Relations
Sally Jenkins, VP, Global Consumer Marketing
Lorraine Hamby, Sr. Director, Public Relations & Social Media
Morgan Hudson, Sr. Manager, Advertising

AGENCY
Leo Burnett USA *Lead Agency

Mark Renshaw, EVP, Digital Practices Lead
Jon Wyville, EVP, Executive Creative Director
Dave Loew, EVP, Executive Creative Director
Antoniette Wico, VP, Account Director
Joe Nio, VP, Planning Director


Arc Worldwide *Lead Agency


Grey San Francisco


Edelman Public Relations Worldwide


SUMMARY

In a commoditized category with free options readily available, premium-priced giant Norton faced an uphill battle when launching its new line of security software. Norton differentiated itself from competitors by putting a human lens on the technical world of online security. By dimensionalizing the villain, it taught consumers that cybercrime is real crime and empowered them to take action to protect themselves. Norton changed the conversation about online security, and as a result saw better-than-imagined gains in brand perception, awareness, consideration, and purchase.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Print, PR, Events, Packaging,Internal (Client) Communication Campaign

Audience: Launch or relaunch a brand/product

Type: Business to Consumer

Classification: National,Multinational

Language: English