Tripwire Battlethreat campaign
The corporate security market is fierce, so when Tripwire needed a campaign for its new cyberthreat detection products, we went to war. I guided the internal team of writers, art directors, animators, web developers and packaging specialists to create a multi-pronged campaign: direct mail, email, social media, website and video.
I worked closely with the client, as part pf the strategy team, to define the target market members and their desires, fears and buying processes. We identified three types of decision makers--CIO, chief risk officer, and IT manager--and developed a personalized engagement strategy to help each of them understand Tripwire value. Then I led the creative team in building out the campaign that used a dimensional direct mailer and LinkedIn InMails to break through the clutter, and email and web-based video content to educate the prospects and start the dialog.
The centerpiece was our version of the Battleship game in which the center piece was clear, allowing you--the IT security chief--to see just what the enemy was doing. Click to see the video anchoring the website. Don't be afraid.
The Academy of Interactive and Visual Arts was nice enough to give us a Silver Davey Award for this campaign. Much appreciated.