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Norton Fighter
The Results
We captured and secured the “No. 1 Security Software” spot for Norton over the following year, even in what was perceived as a declining market. My small digital agency supplanted ADK as agency of record. The initiative was extended into a complete communication platform for the product and exported to International markets from Japan.
Norton was in danger of losing their “No. 1 Security Software” status that they owned for the previous six years due to increased competition and a perceived lack of innovation. Starting as simply an idea for a Sales Activation Campaign – this project turned into a cross-channel, full retail Initiative extending two fiscal quarters fully planned. Initial executions and activations were done inside one month.
The Solution
A creative intellectual property wholly owned by Symantec targeting the overlap of early-adopter computer and hero-movie otaku specific to Japan’s culture. We created an easy-to-understand metaphor specifically for the Japanese consumer, a “Tokusatsu Hero” (special effect hero) in the tradition of Ultraman and Kamen-Rider that poised the viruses as the various enemies that our “Norton Fighter” would vanquish.
Series of mini-videos done with a 1960’s Japanese hero style treatment demonstrating product RTBs. These were shown on a brand micro-site and became a bit of a cult classic with fans.
Norton was in danger of losing their “No. 1 Security Software” status that they owned for the previous six years due to increased competition and a perceived lack of innovation. Starting as simply an idea for a Sales Activation Campaign – this project turned into a cross-channel, full retail Initiative extending two fiscal quarters fully planned. Initial executions and activations were done inside one month.
Integrated Campaign Activation
Norton Fighter
+18%
Nationwide Market Share Increase in the first month… Sustained throughout the campaign period
200K
Number of views on just one of the viral videos released
Buzz
Gizmondo titled their article “Symantec Redefines Viral Marketing”
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