MAKE PRIVACY PERSONAL___
When we’re looking at our screens, we aren’t looking over our shoulders. Visual hackers lurk quietly in the periphery, and so was 3M’s message of protecting personal privacy. All too easily dismissed as ‘not my problem,’ the company wanted a campaign that would make consumers understand that everyone is at risk for visual hacking–and present 3M Privacy Filters as a simple solution to the problem.
SEEING IS BELIEVING___
To make people care about visual hacking we had to make it in-your-face personal. We refreshed the brand with arresting imagery and messaging meant to provoke a double-take and dismantle illusions of safety. Then we created an integrated strategy to get the message around how easy it is to protect personal privacy in front of more eyeballs.
Our unforgettable campaign sent shockwaves through LinkedIn, with click-through rates four times over benchmark. LinkedIn marketers were so impressed they sent us a personal note asking if we would share the secret to our success. That campaign, along with lead generation at Toronto’s Billy Bishop Airport, collected hundreds of signups.