Webroot is the largest privately held Internet security company in the U.S and provides security for consumers and businesses worldwide. This new print, outdoor and online relaunch campaign—TDA Advertising & Design, Boulder’s, first work for their new client—suggests things that are more interesting than Webroot Internet Security 2011. The bar is set low.
Themed “You don’t care how it works, as long as it does,” the campaign targets tech-heavy home consumers ($ 75K household income and an average age of 39) and is running in the U.S. and Western Europe. Print advertising compares learning about Internet security to, for
example, a sleep aid, a cocktail party or torture; outdoor billboards
recognize that Internet security is less interesting, than, among other
things, broccoli; and banner ads ask viewers if they would
rather watch Webroot director of technology Mike Kronenberg explain data synchronization, arm wrestle a very strong woman, ride a mechanical bull or be otherwise humiliated.
// From our friends at Communication Arts