The term ‘anti-virus’ doesn't have anything to do with humour. But a recent social media campaign by internet security solutions firm Quick Heal Technologies, in association with its digital agency CogMat, hopes to change the notion by getting the humour quotient into the term ‘anti-virus’. Titled ‘101 Uses of Gadgets without Quick Heal’, the company’s first-ever social media campaign is slated to run for a period of five weeks and create awareness that without anti-virus, all gadgets, devices and smartphones are ‘useless’.
The campaign has been getting a good response for the memes, infographs and virus of the week updates as part of the communication strategy for 101 uses of gadgets.
The core of the campaign is a series of 30-second YouTube videos that bring home the message through infusion of humour and unpredictability. It is supported by a dedicated Facebook page, Twitter handle and a special microsite that contains contests, offers and more. The crucial videos that form the basis of the campaign are broadcast on Quick Heal’s official YouTube channel.
Through this campaign, Quick Heal looks to reinforce the idea that IT security is not optional, but a necessity in today’s connected age. Over the course of the campaign, Quick Heal plans to give audiences 101 ways (hilarious or otherwise) to put their ‘useless’ gadgets to good use. The uses will be showcased through videos, memes, infographics, user-generated content via images/ videos, contests and blog posts. The focus of this campaign is to build awareness across gadget users that security solutions are a must to protect the device as well as the data inside the device. This campaign is targeted to individual users across age group of 10-45 years, as smartphone devices and high end devices usage penetration is high across this age group.
Speaking on the idea behind opting for digital and a humour-based campaign, Sanjay Katkar, CTO and Technical Director, Quick Heal Technologies said, “The 101 campaign is an attempt on our part to take digital marketing seriously and to reach out as we see a lot of potential in it. The digital world is more empowering, friendly, social, and it happens in real time. This was an amazing way to add the human element in the best possible way to our marketing efforts. And there is no better way than conveying our message in a lighter vein.”
The brand has also been running a picture/ video contest on its microsite, supported by memes for inspiration. The contest has garnered a favourable response, with users uploading their own uses of useless gadgets. Quick Heal has a dedicated Facebook Page where it shares tips for safety of gadgets. The Twitter handle for Quick Heal answers users’ questions about security solutions and also helps them spread awareness about the latest happenings across the cyber world relating to cyber security.
The campaign kicked off with the release of the first video and a supporting hashtag contest on Twitter. This campaign is focused towards the idea that security for your gadgets is a must in today’s age.