IT security events are often approached as places for the tried-and-tested, the challenge was to create an innovative live experience to build excitement around Thales eSecurity’s presence at the events and increase both awareness and interaction with the brand.
The campaign was focused on appealing to C-level executives. These top-level individuals are hard to reach. They are in-demand, busy people with packed schedules and are a highly desired audience for many companies, particularly at events like RSA and InfoSec.
With a hard-to-reach audience in an industry where competitor offerings, visuals and messaging are relatively similar, we took the decision to entertain the C-Level audience with an interactive on-stand experience. This was supported by a wider campaign around the theme of ‘Can you beat the hackers?’.
The campaign was designed to increase brand awareness, drive traffic to the website pre-show and to the stand during the events. This would help to generate and capture new sales leads both pre-show and during the event itself. The campaign extends multiple touch-points including invitations, landing page, branded event shuttle bus, social media, videos, on stand actors, booking system, printed collateral and branded photo giveaway.
The Escape Room experience was fully booked for both events with around 800 people taking part. The room created a fantastic buzz around the stand with many people enquiring what it was and how to take part. Anecdotal feedback included: “The best experiential stand at RSA 2018.”, “A truly great stand experience!”.
Social media engagement was particularly impressive when compared to pre-campaign averages. Twitter results show an 825% increase in followers, 116% more profile visits and 170% more impressions. LinkedIn shares were up 5,178%, likes increased by 41% and 51% more followers. In addition, the campaign theme and messaging has been used at many other events and the campaign has been shortlisted for 5 awards.