Kaspersky – Driving Local Relevance

Overview

Launch of Kaspersky Lab’s latest security solution targeted at families- Kaspersky Total Security

Mandate

Make Kaspersky Total Security the solution of choice for families

Insight

In the Middle East in particular, cyber security awareness is still low, yet families are always concerned about their children and how heavy Internet penetration affects them.

Idea

Upon studying the features of the new solution, Golin MENA noted the improved proactive parental control feature of being of key interest.

To build interest GolinMena hosted a press conference alongside a leading child psychologist to highlight the emergence of “cyber bullying” in the region and how technologies such as KTS can help parents protect their children.

Results

The press conference was attended by over 25 key media & bloggers including national newspapers, broadcast stations and parenting/consumer titles, reaching out to over 9 million readers

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