The Brief

Web applications are vulnerable to various security risks. Often these risks are not fully recognized by the general user, and as a result we aim to elevate the awareness of these risks in current security systems.

Creative Execution

Strong Point: Especially, people who do web-business have low recognition about importance of information that they are dealing with. Also, they do not have enough understanding about security issue. This campaign is evaluated as to encourage target's mind that security never can be secured for those people who easily think that "possibly, would that be happened?".

Describe the creative solution to the brief/objective.

Solution: When our target opens the box that contains a brochure, they see a laser matrix and hear a warning sound. So, the brochure seems perfectly secured, and a mission – to pull the brochure from the box –seems impossible. However, if they actually try, the brochure can be pulled out easily from the box despite of the security devices. This experience reminds the target of real website security. In the brochure we provide more information about IBM security solution.

Results

Result: There were additional requests for more information on Rational security solution after DM was dispatched. Out of 300 mailings IBM got 15 faxbacks. Surprisingly enough, IBM got 8 direct call backs from potential buyers and 1 actual lead generation was made within one week.