TARGET GROUP
CEO:s and CIO:s at SMB companies. Men and women ages 35-55.
INSIGHT
By attacking companies printers hackers can obtain sensitive information that provides access to the organization’s network.
BIG IDEA
Wolf in Sheep’s Clothing. A disguised cyber threat can put your entire network at risk.
THE CAMPAIGN
As the universe of connected devices grows exponentially, so does the sophistication and magnitude of cyber attacks. Securing devices, data and identities is an imperative in driving continued confidence in technology. We wanted to show our target group how easy a threat can enter their offices. We sent them sheepskin seat cushions that just looked as a friendly gift. But on the backside we printed a big bad wolf with the message “Baa, baa black sheep” and information on how common it is with disguised cyber threats. The call-to-action was to use HP – the world’s most secure printers.
RESULTS
When HP followed-up with telemarketing calls, 75 % knew that HP has the world’s most secure printers.
