Silent Circle on how the Guardian is helping it ‘bring to life the importance of privacy’
With consumers worldwide increasingly concerned about data collection, privacy firm Silent Circle hopes that by working with the Guardian's in-house Guardian Labs agency to shape its branded content it can put a positive spin on the issue to successfully promote its latest security-focused smartphone.
Given that the broadsheet broke the Edward Snowden leaks, it appears a match made in heaven though Silent Circle is adamant neither will be doing anything by the numbers when it comes to modern-day advertorial. Championing privacy, no matter how altruistic, can be difficult given it’s a conversation shrouded in fear, a tension that has steered the business to concentrate content on what privacy makes possible for people and businesses instead.
It’s a ploy that will crystalise over the next six months with the Guardian hosting Silent Circle’s "editorially independent" sponsored content on its technology section as well as on its Media and Technology professional network. From articles covering topics such as creative empowerment and how to achieve privacy on your own terms to thought leadership pieces and data visualisations, the aim is to inject some verve into what can be seen by some as a very dry and serious topic. Five films that explore the issues of online business privacy will also run throughout the course of the partnership.
"Issues like privacy and data security have never been higher on the public and media agenda, with major stories from Edward Snowden’s leaks to the Ashley Madison hack showing how much of a hot topic this is,” said Silent Circle’s chief marketing officer Rob Smith.
“This huge interest in privacy comes at the same time as we at Silent Circle are gearing up towards the exciting release of our new Blackphone this September, so this branded content partnership will help drive even more buzz around the launch.”
The company’s Blackphone 2 builds on its predecessor’s USP to put security and privacy first above everything else. First teased at this year’s Mobile World Congress, the phone encrypts communication functions including voice calls and SMS to make security and data protection a bigger part of the user experience. It will spearhead Silent Circle’s wider expansion into enterprise, where it believes its privacy-focused devices will appeal to strongest to corporate bigwigs, who constantly handle and discuss sensitive data.
As such, the business will deem its venture with the Guardian a success if it is able to benefit a significant jump in awareness should rather than solely spike sales..
“Success for us will be creating something that really engages a progressive, international audience. We are building a branded content partnership that spans a wide range of formats, from video and independent editorial pieces to visual infographics and contributions from the team at Silent Circle,” added Smith.
"Working with an established, respected international player like Guardian Labs will help us to continue to drive awareness of Silent Circle, the work we do and solutions we offer. The collaboration first appealed because it's modern, it's different, and we think that the content which will be created on this platform will really appeal to our key audiences across the globe."
The move comes as paranoia levels over data and online security rises in the wake of high profile hack attacks and transpercby issues over what brands are doing with peoples’ data. For that reason, Silent Circle remains steadfast in belief that there are lucrative opportunities to be reaped from what still seams a very niche market. That 80 per cent of its users are business contracts compared to 20 per cent for consumers, spotlights where the company plans to build its offering moving forward.
Anna Watkins, Guardian Labs' managing director, said its work with Silent Circle would bring an "innovative approach to storytelling".
"We are particularly excited about the films - we have five fantastic films coming down the slipway that will examine the benefits of taking a secure approach to business," she added. "They will be shot in various locations around the world will really bring the issues to life and showcase storytelling at its best."