Kaspersky - Global Think Test (In association with Mensa)

A GAME BASED CUSTOMER ENGAGEMENT PLATFORM - Background: Kaspersky Lab and the software security industry is a low interest consumer category, with purchase decisions made on price, annual renewal and when a consumer has a security breach. Kaspersky needed to create more frequent permission based opportunities to reach a wider pool of consumers outside of their installed base. They needed to elicit new and more frequent conversations with consumers to ensure Kaspersky was high in their consideration set at the moment of purchase.

Our Challenge: To build a sustainable consumer engagement platform that allowed Kaspersky Lab to:
•    Engage new prospects outside of their installed base
•    Create engagement and a relationship with them to ultimately influence consideration by driving trial and purchase

What we did: The challenge was to build engagement on a global scale meaning we needed to identify popular, sticky, consumer content that had synergy with the brands ‘clever choice’ positioning. We identified that puzzles and game playing are a truly global phenomenon and from this basis we came up with The Global Think Test, we partnered with Mensa and worked with Kaspersky sponsorships and brand ambassadors such as Sachin Tendulkar and Ferrari.

Content: We originated, syndicated and repurposed over 2,000 puzzles, games, brain teasers and IQ style tests. We curated and designed unique content custom themed around Internet Security and our Kaspersky ambassadors/sponsorships. All of this promoted socially through a social video and vine seeding and PR programme.