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Kaspersky Lab RussiaCIS
Double protection

RAN IN: Russia

CLIENT
Kaspersky Lab Russia CIS

AGENCY
Voskhod *Lead Agency


SUMMARY

Kaspersky Lab has saved small and medium-sized businesses from viruses for 20 years. The brand obtained a stable market position; it caused stereotypes in the customers’ consciousness. We needed to turn the tide – to attract new clients and bring back those who switched to free antivirus versions during the crisis. We divided the audience to IT administrators and directors. Rational reasoning didn’t work; we brought up the painful points. The owners saw the recklessness of trusting the most valuable things to cheap anti-viruses. IT administrators understood that configuring an antivirus shows expertise. The sales grew even during the “quiet” months.

CASE VIDEO


Audience: Small and medium-sized businesses with 10+ computers, decision-makers for choosing an antivirus:Owners and directors: 25-55 y.o. (core – 35-44). They are pragmatic and try to save money. They use antivirus programs but know little about them.IT administrators: mostly men 20-49 y.o. (core – 30-39). They are highly engaged in the products and prefer to use well-known software.Research: Business omnibus and Brand health, May 2017

Objectives: Marketing:Consideration growthFor directors: strengthening of the brand attributesFor IT administrators: breaking the barriers and strengthening of the attributesCustomer price growthMedia:Traditional KPIs: reach not less than 50% and 5+ frequency.

Type: B2B

Language: English, Russian