Norton Promo, Case study STUFF by Arc Chicago, Grey San Francisco, Leo Burnett Chicago

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Arc Chicago
Agency Grey San Francisco
Art Director Jyn Yi
Copywriter Michael Williams
Producer Topher Cochrane
Account Supervisor C.j. Nielsen
Agency Leo Burnett Chicago
Executive Creative Director Jon Wyville, Dave Loew
Creative Director Tohru Oyasu, Rainer Schmidt
Released October 2011

Credits & Description

Category: Best Use of Print
Advertiser: SYMANTEC
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Dave Loew (Leo Burnett Chicago)
Executive Creative Director: Jon Wyville (Leo Burnett Chicago)
Creative Director: Tohru Oyasu (Leo Burnett Chicago)
Creative Director: Rainer Schmidt (Leo Burnett Chicago)
Art Director: Jyn Yi (Leo Burnett Chicago)
Copywriter: Michael Williams (Leo Burnett Chicago)
Producer: Topher Cochrane (Leo Burnett Chicago)
Artist/Typographer: Siggi Eggertson (Big Active)
Print Producer: Jason Fuerst (Mundocom)
Account Director: Antoniette Wico (Leo Burnett Chicago)
Account Supervisor: C.j. Nielsen (Leo Burnett Chicago)
Senior Account Executive: Jennifer Mcgowan (Leo Burnett Chicago)
Account Executive: Christine Janda (Leo Burnett Chicago)
Media placement: Print Ads - Time, Wired, Spin, ESPN And Rolling Stone Magazines, Among Many Others - 1 Oct 2011

Insights, Strategy & the Idea
Our target ('constantly connected' individuals, skewing largely male, generation X and Y) knows that Norton, the internet security leader, protects their computers from viruses and hackers. However, we wanted them to know that Norton is the protector of all their digital information no matter what device they’re using. We set out to create a shift in how people perceived their digital information. The fact is that some of our most prized possessions are data. Photos, home videos, music, financial information. But data is so impersonal. So we made it personal by creating customised headlines based on the editorial content of people’s favourite magazines. By focusing on people’s passion points and interests, we transformed dry and boring data into the stuff people care about the most.

Creative Execution
The headlines in the new campaign were presented in filename and web URL formats ending in familiar file extensions. In the first 6 months of the campaign, we ran over 90 unique print executions in over 20 major publications. Each headline was written to reflect the editorial direction and target of the particular magazine. Some executions were even written specifically to the theme of the issue. To bring added depth, we represented our file name/URL headlines using a wholly original typeface. The original, pixel-based design communicates the idea that our 'Stuff' is digital and made of millions of bytes/pixels, which are important and worthy of premium protection.

Results and Effectiveness
Please see 'Confidential Information' section.