The request was to develop a high-profile campaign for the Norton hero brand showcasing the flagship product Norton 360 with LifeLock, that will guide the company narrative, shape our new brand voice, and provide a window into what we stand for and provide our customers. The campaign will also need to motivate our target audience to learn more. This campaign will live across all channels, including TV/video.
The “Opt-in” campaign was born out of a modern human truth: The internet asks you to give up a lot of information and privacy to get access to what you want these days. Whether it’s pop ups, online forms, or other ways of asking for info, most people are willing to make the trade-off for access, and even knowingly be a little unsafe. Not to mention there are times when people quite willingly make trade-offs because there is something good on the other end. Like trading your home address for free cheesy fries at a restaurant, your driver’s license for pizza delivery, or using unsecure Wi-Fi because you’ll do anything for a connection. This campaign holds a mirror up to this modern human truth and has a little fun with it by exaggerating these situations. Most importantly, it suggests there is an easy solution. Norton 360 with LifeLock makes it easy to keep your digital life safer. All you have to do is Opt-in to Cyber Safety. That way you can still order pizza, without feeling like you’re trading off your online safety.
Based on proprietary ad testing results, the “Opt-in” campaign beat current creative champion on key metrics including positive impact on brand opinion, ad likeability, better brand connection, higher purchase intent, and improved ad score performance. The younger demographic responded more positively to this campaign vs. the previous campaign while maintaining positive scores among the older target demographic, thus expanding the relevance of our message. Specifically, “Pizza” scored the highest in ad likeability (13% better than the previous campaign) and best communicated our brand position. This concept also outperformed the current creative champion on intent to act, brand opinion, and ad score.