BLK MKT DIRECT MAIL KIT by Arc Chicago for Symantec

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BLK MKT DIRECT MAIL KIT

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market United States
Agency Arc Chicago
Associate Creative Director Molly Scanlon, Michael Haggerty
Art Director Rainer Schmidt
Account Supervisor Marie-Christine Côté, Cj Nielsen
Released October 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: SYMANTEC CORPORATION
Product/Service: INTERNET SECURITY
Agency: ARC WORLDWIDE
Date of First Appearance: Oct 1 2010
Entrant Company: ARC WORLDWIDE, Chicago, USA
Chief Creative Officer: Bill Rosen (Arc Worldwide)
Senior Vice President / Creative Director: Dave Loew (Leo Burnett)
Senior Vice President / Creative Director: Jon Wyville (Leo Burnett)
Vice President / Group Creative Director: Erin Sonnenschein (Arc Worldwide)
Associate Creative Director: Michael Haggerty (Arc Worldwide)
Associate Creative Director / Copywriter: Tohru Oyasu (Leo Burnett)
Associate Creative Director: Molly Scanlon (Arc Worldwide)
Art Director: Rainer Schmidt (Leo Burnett)
Account Director: Tiffany Defrance (Arc Worldwide)
Vice President / Account Director: Antoniette Wico (Leo Burnett)
Seinor Vice President / Account Director: Peter Diamond (Leo Burnett)
Account Supervisor: Christine Cote (Arc Worldwide)
Account Supervisor: CJ Nielsen (Leo Burnett)
Production: Carolyn Ragina (Leo Burnett)
Creative Resource Director: Lori Kershaw (Leo Burnett)
Vice President / Planning Director: Joe Nio (Leo Burnett)
Media placement: Direct Mail - Mailed To Tech Bench Employees - October 1, 2010

Describe the brief/objective of the direct campaign.
Communicate the product launch of 2011 Norton products to the Tech Bench audience. As one of the biggest influencers to purchase, this was a big hurdle given the level of cynicism and anti-Norton sentiment among that group.

The strategy was to break through apathy and satisfaction with inadequate protection in order to move people to action via protecting themselves with Norton. The kit aligned with the Norton brand campaign, “Every click matters” which builds awareness of digital dangers and cybercrime.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Capture the Tech Bench employees’ attention with a new way to look at the downsides of inferior security software. They are asked to make a choice on whether to allow cybercrime or deny it. The cyber black market is exposed if they choose to allow it, complete with fake IDs, credit cards and a how-to video by a master “cybercriminal”. Once the stakes were made clear, they could take a new look at the solution to cybercrime: the new safer, smarter and faster protection against cybercrime from Norton.

Explain why the creative execution was relevant to the product or service.
All of the Norton messaging in the world won’t convince this audience and may jeopardize the chance of it even being opened. By reserving the Norton messaging for the reveal, and entertaining while educating along the way, we believed we could capture the imagination.

This piece forces the reader to make a conscious choice about cybercrime, and clearly shows the consequences behind each choice in a relevant and entertaining way.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Norton Zone training site is where Tech Bench employees go to find out more after reading this kit. Participation at the Norton Zone was up 500% in the time after this kit was received. In addition, new site memberships went up 20%.

The kit was extremely well-received in the U.S. and Canada, and additional regions of Symantec worldwide are now using this kit in their Tech Bench marketing efforts.