Creative agency Radley Yeldar has developed a Data Dollar currency symbol in conjunction with Kaspersky Lab for a stunt designed to gauge how much people are willing to hand over their data to brands.
The agency looked to develop a symbol to publicise the value of consumer data, and in doing so, improve transparency around when consumer data is being exchanged for services.
English graffiti artist Ben Eine also added his own twist to the drive.
Emily Jeffrey-Barrett, creative lead at RY, told The Drum: “Recognisable, international currency symbols informed the Data Dollar’s design.
“The result is a bold, flexible symbol which can be drawn in just one stroke and applied seamlessly to all marketing collateral – working alongside numbers, integrated with copy and as a standalone logo.”
On the design process, Jeffrey-Barrett said: “Simplicity and authenticity were critical here – it had to feel like any other currency and needed to be easy to use online and in-store. We researched currency symbol design and found that most used a character with one or two lines through to differentiate them from normal letters, so we continued in this vein. And we created a modern symbol that can be drawn in one stroke, to make it easily replicable both digitally and by hand.”
On the purpose of the campaign, she added that people didn’t value their data because of the intangible ways it can be monetised.
“Too often, we pay for things with data without even realizing it – we buy free wifi with email addresses, loyalty points with shopping data, but we don’t realise because it’s intangible, unseen. We wanted to create something that would help people see their data differently, understand that it has value – then protect it.”
An experiential event ran in Shoreditch and the team discovered how much data people were willing to share for certain services varied.
“Some people were happy to give us everything on their phones. Others didn’t want to share a single picture once they knew it would be seen by others. The reactions have been brilliantly varied, but we’ve had a lot of interesting ‘Oh my God, really?’ reactions from people who just didn’t realise their data was worth anything.”
Kaspersky hopes other companies will adopt the Data Dollar symbol to better communicate the transactional process involved when consumer data is being switched for services.
Furthermore, the agency is keen to tour the currency so the Data Dollar Store may touch down in more cities across the globe in the coming months.