Admirable Devil won Best Mobile Campaign at The Drum B2B Awards 2019 with ‘The Operat1on’ for Infolock. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project.
Every single day people’s private data – birth dates, social security numbers, passwords, even private medical data – is locked up due to ransomware attacks and data breaches by unscrupulous hackers.
Infolock was a mature cybersecurity technology reseller which had evolved to become a B2B data lifecycle management firm. Infolock asked us to create a new brand to launch in the Spring of 2018 at a leading cybersecurity conference in Las Vegas, Symantec Kickoff 2019.
The key objectives were:
- to create a brand and platform that reflected that new mission.
- to ensure every attendee at the Symantec Kickoff 2019, a leading cybersecurity conference in Las Vegas, would be aware of the re-launch – and that major things were happening with the brand (more than 5K attendees).
- to the mould of cybersecurity technology branding (their competition’s work was undifferentiated and did not demonstrate the human toll of poor data governance).
Admirable Devil developed a new brand identity and logo for Infolock Technologies, now Infolock, that captured the flow of data, and a new website with a cinematic, interactive narrative “The Operat1on: A Data Lifecycle Story.”
The Operat1on invites visitors to follow a single data file – in this story, a patient health record – from creation through end of life, interacting with colorful characters along the way.
The launch campaign is built around an original cybercrime tale Admirable Devil wrote and shot by our in-house production company Devil Pictures. The site invites users to follow a file single from inception through end of life. Along the way, users learn how Infolock could have changed the story’s outcome.
With the help of Division-D, the campaign launched with a geo-fenced digital campaign at a 3-day cybersecurity tradeshow in Las Vegas utilizing pre-roll and display on mobile and a heavy physical presence on the conference floor to drive engagement.
15 pre-roll video trailers, like movie trailers, were created and seeded with a media buy on top business leader domains including Huffington Post, CNN, Business Insider, and Yahoo. The buy was $20,000 to achieve 2,500,000 paid impressions. Media was geo-fenced at MGM Grand to prevent waste. Creative ran across thousands of sites and with behaviour and contextual targeting (excluding tourists/hotel employees) reached our target.
With only $20k in paid media, the launch campaign over-performed against goal generating 2.75 million impressions and a .53% click-through rate, that exceeded the industry benchmark by more than 2X, also a 71% view-through-rate of pre-roll video (13,151 clicks) and .14% CTR on display media (352 clicks).
Infolock.com saw a 2427% increase in site visits during the conference. In just 3 days we drove 9100 visits to Infolock.com from video and display ads, driving a double-digit growth in sales for the quarter. This was verified by WPE metrics.
“After more than a decade working with leading companies and organizations, we understand the challenge facing C-suite leaders isn’t just security – it’s about proactively managing the data ‘lifeblood’ of their businesses,” said Chris Wargo, co-founder and managing partner for sales and operations at Infolock. “Admirable Devil brought this to life for our prospects and customers.”
This campaign was a winner at The Drum B2B Awards 2019. If you think you can scoop the prize next year, register your interest in 2020's awards.