Kaspersky Labs was an interesting one.

Traditionally tech brands tend to lean towards targetting techies, specifically
millenials, but Kaspersky’s focus is obviously on protection which makes it a bit
different.

We realised early on that it offered an excellent opportunity to speak to older
consumers who need their online stuff protecting as much as anyone else and
after a bit of cajoling we convinced the client to include boomers in the target.

We then developed a strategy based on ‘knowledge’ – something we knew
boomers were not short on - and flipped that into the creative strategy and
concept ‘you know how to look after things in the real world, we know how to
look after them online’. The idea respected and flattered something that
boomers can lay claim to and inserted the product neatly into that narrative.

The executions also met the key criteria we’ve identified for talking to this sector
– don’t show cliched old people with sticks, don’t show lots of young people
having fun, don’t patronise, and always build the idea on a relevant insight.
We were able to make the idea work across all Kaspersky’s key ‘evergreen’
topics – financial protection, family protection, identity protection and device
protection by using this in-built appeal to knowledge.

The ads ran all over the world and helped grow Kaspersky briefly to number two
globally, they were the most successful ads the brand has ever run in the US and
they even picked up a couple of prizes.

They also proved the point that any brand owner ignores the huge opportunities
the boomer demographic offers at their peril – but it’s important to do it
sensitively, with a strong consumer insight and an idea that doesn’t patronise.