Sunny Yang, Derek Taylor, Dave Folley, Kathryn Redekop
Associate Creative Director
The request was to create a follow-up to 2022's "Dangerously Easy" global, 360 campaign and to continue to expand our appeal to a younger audience by informing them that free offerings aren't, in fact, "good enough". Using market data from the previous year, we tweaked this season's message. In addition to identity theft being easier than you might think, this time we also focused on there simply being more threats than the viewer might realize. To drive our point home, we continued to explore surprising metaphors that shake the audience's confidence in an individuals ability to solve identity theft on their own.
We already had a successful formula from year one: Present the audience with a familiar--even safe feeling--digital scenario. And then show it suddenly and brutally being invaded by identity thieves. This time around, however, we wanted to make the audience feel like they themselves were watching their own information being stolen. So instead of showing a character "victim" for the viewer to identity with, we decided to tell the story from the audience's POV.
In "Windows" we resurrected a version of the iconic Windows XP background (as nothing else is quite as recognizable on a desktop PC). But what is familiar and almost comforting is suddenly disrupted when one of the digital windows is opened like a real window by an identity thief. What at first looked like a digital environment is revealed to be three dimensional. As the thief stumbles around, turning over icons and reaching into folders, the viewer suddenly becomes aware of all the personal information that they haphazardly store on their own computer. And how that could be exploited. As the thief zips up his bag and closes the window behind him, we now see that the desktop is in shambles with nothing left but useless debris.
Each spot in the "Dangerously Easy" campaign is designed to educate the viewer on how easy it is for identity theft to happen to anyone, despite whatever proactive attempts they might make themselves. And with the solution portion of the video, LifeLock positions itself as the easy, full-service solution to one of life's most complex problems.
Based on proprietary quantitative advertising testing results, the “Windows” TV spot beat the previous year's "Dangerously Easy" on-air creative in key metrics including consideration, intent to act, purchase, as well as had a positive impact on brand opinion. The new younger demographic continues to respond positively to the campaign. Specifically, “Windows” has a statistically significant higher score in the following categories: intent to act, consideration, purchase and ad likability. As with other pieces of the campaign, "Windows" is being transcreated to be run in various global and non-English speaking markets.