FAQ's

	Rapid Response Advertising I - b2b
	Network Associates: Nimda virus
	The Brief The Nimda virus appeared in September 2001 attacking webservers, decimating computers and causing havoc to millions of internet users worldwide. Networks Associates, developers of world leading security and availability software had McAfee anti-virus software which could provide an antidote to viruses such as Nimda. The challenge for Just Media was to create instant and widespread awareness of Network Associates' solution. For this, Just Media needed to react with lightning speed and accuracy, pinpointing the online sites and magazines that would create as much awareness as quickly as possible. The Solution Within 12 hours of being briefed by Network Associates, an online campaign was live on specific sites in UK, Germany and France. Just Media needed to target heavy Internet users and therefore bought sites such as silicon.com in the UK, France and Germany, vnu.net in the UK, computerwoche.de in Germany and zero01net.fr in France. Just Media realised that it was necessary to make this an online campaign, not just for speed but also because Nimba attacked web servers, making all internet users vunerable to attack. It was important therefore to alert Internet users to the dangers as quickly as possible.
	Rapid Response Advertising II - Consumer
	Network Associates: Bugbear virus
	The Brief The Bugbear virus, released in Spring 2002 presented a new challenge to the online team. Previous anti-virus campaigns had dealt with threats to corporate networks and we did not know how well the rapid response approach we had developed for the b2b markets would work with the consumer market. The Insight It was crucial to select the best sites. If a site were too general the message would be swamped or appear in something not directly relevant. Yet if the site were too specific the volume would not be delivered. Our previous experience running consumer based tech campaigns across Europe for clients - such as Creative Labs - had made us confident that both the strategy and the site selection would work. The Solution We targeted the day after the PR blitz about Bugbear had broken. This ensured we’d be appearing on the day of maximum possible impact. We spread banners and skyscrapers on PC World sites in Spain and across Europe. Using our experience we chose the sites in each country that we knew would work best. We knew that banners alone would suffer rapid wear-out, so we adopted a placement strategy that would effectively dominate the site by using different formats in order to maintain interest. Most ads appeared on pages carrying relevant stories and all were on pages designed to appeal to our technology-focussed consumer.

Just Media Inc
2550 Ninth Street Suite 101
Berkeley, CA 94710
T: 510-540-5757
F: 510-540-5353