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Multi-layered
Marketing Pan European |
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RSA
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The
Brief
As businesses expand across the globe
using the Internet, and commerce is increasingly conducted through
revolutionary new e-business practices, data security is becoming
more of a concern to senior businessmen. Businesses are becoming
increasingly concerned about how to ensure that business done
over the internet or via e-mail is safe. RSA Security is the
world's leading inventor of internet security products, with
solutions for encryption, authentication and public key infrastructure
- the use of digital signatures.
The Insight
Just Media was approached by RSA Security to educate senior
businessmen in Europe about the need for digital signatures
and e-mail security whilst promoting the brand of RSA Security
in the fairly cluttered environment of reaching senior business
decision makers. Just Media faced a relatively low brand awareness
for RSA Security, which had recently re-branded itself following
the global integration of Security Dynamics and RSA Data Security.
The Solution
Just Media planned and bought an extensive outdoor campaign
targeting frequent business travellers in Europe, who by definition
tend to be senior businessmen and decision makers. Focusing
on airports in the common business destinations of Frankfurt,
Paris, Stockholm and Amsterdam the campaign was also supported
by ambient in-flight media such as advertisements on meal trays
on BA Club Europe flights from Heathrow, leaflets in business
lounges at Heathrow airport and taxi advertising in London.
Use of such ambient media maximised both the budget and the
traveller's busy schedules. A print campaign with in-flight
magazines Business Life, Voyager, Scanorama, Holland Herald
and Air France added weight to the campaign and ensured that
the campaign appeared within relevant editorial as some of the
magazines carried features about email security.
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