Making antivirus software appeal to college students and twenty somethings.
THE STORY: Most college students and twenty somethings don’t buy antivirus software because they imagine their computers - like themselves - are invulnerable. Also, antivirus software is viewed as boring and characterless.
STRATEGY: Remind this demographic that hackers and viruses are everywhere, and that they threaten their most precious data. At the same time, make a boring product fun and intriguing.
BANNERS
The execution of the strategy is to personify McAfee in a tongue-in-cheek way as Chieftain McAfee, a formidable 400lb ancient Scottish warrior with the nickname ‘Stout Defender’ and have a bit of fun with the Scottish dialect in the process.
COFFEE SLEEVES Target cafes in neighborhoods with a high student populations.
OUT-OF-HOME - University of Washington Stadium
This venue is full of the target audience - college students.
On crucial defensive plays the giant screens at the stadium encourage the crowd with SFX and massive graphics to make noise for the team’s defense… but with a difference. It’s the character of McAfee, who appears on screen encouraging the crowd to roar.
Sequence of stills from the animations on the giant screens:
YOU TUBE ‘PRE- ROLL’ VIDEO
A pre-roll video ad is created as a mock action movie trailer for an imaginary upcoming film ‘McAfee: Stout Defender’. In the vein of a ‘Mission Impossible’ trailer it comprises fast-cut action clips, montages and on screen graphics. The lines would be delivered with a maximum sense of urgency and stakes. This ad references the loss of something valuable to students - their photos or ‘pictures’.
TRAILER
MONTAGE - BATTLE AND ACTION SEQUENCES
VOICEOVER (low and menacing): The world is at risk... all our most valuable treasures... memories... secrets … Yes, the end you always feared is coming... virus, theft, corruption, total memory loss...
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EXT. CASTLE BATTLEMENTS - NIGHT
Total chaos. Fierce fighting on the battlements as enemy soldiers use ladders to climb the walls. Distant cries and screams. Below the battlements a vast army pounds the castle walls with siege engines.
SOLDIER: (Heavy Scottish accent) Th’ Hackers have broken in, sir! They’re in the gallery.
CHIEFTAIN: (Heavy Scottish accent) You what, man?
SOLDIER: Yes, sir, they’re stealing the pictures.
CHIEFTAIN: Not the… (clearing his throat awkwardly) ahem…pictures?
SOLDIER: Yes, sir, ‘the …ahem... pictures...’
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EXT. CASTLE BATTLEMENTS - NIGHT
As before, fierce fighting all around.
CHIEFTAIN: There's only one man for the job.
SOLDIER: Who is it?
CHIEFTAIN: His name.... (dramatic pause) his name is McAfee.
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EXT. CASTLE BATTLEMENTS - NIGHT
McAfee, a fierce mountain of a man, strides into frame swinging his axe. His sheer size and fierceness make the gathered soldiers step back in fear to let him through.
McAFEE: So? What’s the report?
SOLDIER 1: (timidly) The… the Hackers are everywhere, sir.
McAFEE: Raise th’ firewall! (turns to a soldier, who is frozen)…What are you waiting for, man?
SOLDIER 2: I canna think straight, sir... I...I don't know if I'm a Mac anymore.
SOLDIER 1: (to McAfee) A lot of us have memory loss, sir.
McAFEE: Unleash th’ anti-virus!
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EXT. CASTLE GATES - NIGHT
McAfee is surrounded by a band of fierce followers. He and his men sharpen their axes, swing their maces, ready for hand-to-hand combat to the death. A messenger stumbles up to him.
MESSENGER: (breathless) There's a hacker at the firewall wanting a ransom for the pictures. His last name is Ware.
McAFEE: Ransom Ware… I was expecting him…
SOLDIER: What do we do? (beat) ...McAfee, you listening? What's the solution?
MCAFEE: Three words. McAfee. Total. Protection.
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