F-Secure | Campaign Strategy & Creative
Using human storytelling to secure standout and sales.
Achieving unprecedented lead-generation for one of the world’s leading cyber security businesses.
Value Proposition & Storytelling.
Brand Messaging.
Campaign Creative
Campaign Copywriting
Art Direction.
Design: In-house / Roban Konna / 17days
Context.
Cyber security marketing is a sea of sameness. Providers typically use fear as the primary motivator and position technology as the saviour. It has become a race to the bottom, with dubious claims about the sub-second speed with which technology can respond to hackers dominating the narrative and misleading businesses more in need of reliable security than ever before. Countercept from F-Secure - one of the world’s leading cyber security providers – wanted to go their own way and cut through through the clutter with a brand story that championed a ‘true partnership’ with their clients.
F-Secure’s True Story.
17days works closely with F-Secure’s ‘Countercept’ team to build a new breed of lead-generation campaigns that put F-Secure’s brilliant experts - not algorithms - at the heart of the brand’s storytelling. F-Secure’s people are a fascinating team of highly-experienced individuals. The time they spend ‘in the darkness’ in close proximity to the attackers is the source of the ‘illuminating insight’ their threatened clients crave. This human value proposition, dramatised through the concept of darkness and light, is the basis for an ever-changing calendar of B2B digital and social campaigns that stand out, grab attention and secure leads…
‘BRIGHTER’ is an ongoing thought-leadership platform hosted by F-Secure’s experts. Issue one focused on the chaos caused by Ransomware and the importance of fighting rebellious attacks with rebellious response strategies. Dark portraits of F-Secures experts are illuminated with rich bursts of colour and energy, supporting the narrative and standing out in LinkedIn.
‘The Moment of Truth’ is a mini-documentary series where F-Secure specialists tell their most enlightening stories of attack and response. The vitality of human intuition in the critical moment when an attack is detected is central to every tale.
‘The CISO’s New Dawn’ gives the personal perspectives of 23 top Chief Information Security Officers from organisations including adidas and Mastercard on the game-changing impact of Covid-19 on the cyber security industry. The striking image of a lone figure on a shoreline represents F-Secure’s target audience, the CISO: heroic, enlightened by F-Secure and ready for whatever may come their way.
Impact.
All campaigns are global and live, with LinkedIn and Twitter content continuing to drive traffic to the campaign hubs where an unprecedented volume of leads are being secured. The CISO’s New Dawn is F-Secure Countercept’s most successful global lead-generation activity ever, generating over half of all the business’s marketing-qualified-leads in 2021. Proof of the commercial value of human storytelling in the typically soulless space that is B2B comms.