2011 SILVER

COMPUTER SOFTWARE

WAGING A REAL WAR AGAINST A VIRTUAL VILLAIN

NORTON FROM SYMANTEC, SYMANTEC CORPORATION

Rowan Trollope, SVP, Marketing & Product Management
Rhonda Shantz, VP, Brand Marketing & Public Relations
Sally Jenkins, VP, Global Consumer Marketing
Lorraine Hamby, Sr. Director, Public Relations & Social Media
Morgan Hudson, Sr. Manager, Advertising

LEO BURNETT, USA

Mark Renshaw, EVP, Digital Practices Lead
Jon Wyville, EVP, Executive Creative Director
Dave Loew, EVP, Executive Creative Director
Antoniette Wico, VP, Account Director
Joe Nio, VP, Planning Director

ARC WORLDWIDE

GREY SAN FRANCISCO

EDELMAN PUBLIC RELATIONS WORLDWIDE

In a commoditized category with free options readily available, premium-priced giant Norton faced an uphill battle when launching its new line of security software. Norton differentiated itself from competitors by putting a human lens on the technical world of online security. By dimensionalizing the villain, it taught consumers that cybercrime is real crime and empowered them to take action to protect themselves. Norton changed the conversation about online security, and as a result saw better-than-imagined gains in brand perception, awareness, consideration, and purchase.