Symantec

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Symantec


Losing Phones, Educating Canadians, Fighting Cybercrime

Insight


Most Canadians fail to realize the risks facing their smartphones and tablets. Symantec had a difficult challenge: convince them that these devices are highly vulnerable to cybercrime. We knew we had to capture their attention in a provocative way.

Symantec

Idea


Because a phone can be replaced but lost data is gone and dangerous forever, we introduced The Symantec Smartphone Honey Stick Project. We filled 60 smartphones with mock data and “lost” them in six major Canadian cities. Then we monitored what happened. Armed with a compelling story around mobile security, we spread the word through local, highly targeted media outreach and brought it to life further by creating a new microsite and releasing a full report, video, and infographic.

“The Honey Stick Project was the most successful campaign we’ve executed in Canada. We had partners and customers telling us they heard it on the news, and it really did help to position Symantec as leaders in the mobile security space.”

- Lynn Hargrove, Director, Norton by Symantec

Impact


The Honey Stick Project garnered 356 hits with a 100% message pull-through rate, generating 104 million earned media impressions, making it the most successful PR launch for Symantec Canada.