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Launching a new product to drive sales and differentiation

Client: F-SECURE

Situation

With a new positioning strategy and brand identity (see F-Secure repositioning case), F-Secure (OMX: FSC1V) was ready to use its brand more actively in direct and indirect sales. Most importantly, telecom partners around the world needed to be convinced to feature the F-Secure brand and messages prominently in their marketing. This would have the dual effect of increasing sales while building awareness of F-Secure over time.

Solution

The launch of the next version of F-Secure’s flagship Internet Security product provided a natural focus for the launch of the new brand. We created an international media strategy using TV, landing pages and a strong search program to quickly build awareness and convert sales via the web. The campaign creative built on the insight that behind every folder on a computer, are the dreams, memories and achievements people care about protecting.

Direct sales increased as expected, but the greatest effect was the overwhelming response by telecom partners around the world who adapted F-Secure’s campaign for their markets and continue to benefit from the segment insights, inspiration and experience the campaign provided. The strength of F-Secure’s brand is steadily growing, driven by the combined spending of its telecom partners.

Related services
Symbol and logotype (see F-Secure repositioning case)
TV spots
Packaging
Digital communications, SEO and SEM