Kaspersky Lab, the provider of leading anti-virus software for corporate and SOHO users, selected ICON to help it launch its brand in the Australian and New Zealand markets and gain a foothold in a highly competitive market dominated by more established players such as Symantac and McAfee.
An intensive media relations and industry communications program was developed for Kaspersky as a way to build visibility for the brand quickly.
On ICON's recommendation, the company sponsored a key annual technology forum which attracted over 70 trade and mainstream media from around the country. This initiative helped Kaspersky effectively "lauch" its brand by providing executives with the chance to meet face-to-face with many of the leading technology journalists and present the new suite of products in a user-friendly environment.
To sustain interest around the Kaspersky product range, regular media releases on latest virus updates were distributed, as well as industry commentary on developments within the global Internet security sector.
Additionally product reviews were conducted with top reviewers and educational materials were developed and distributed to media providing useful tips and tricks for consumers to protect their hardware against viruses.
The campaign achieved strong results - with more than 75 articles generated in key media within six months of the company's launch. Coverage was featured in premier outlets such as The Australian, Sydney Morning Herald, Australian PC Authority, Australian Net Guide and APC Magazine.
Kaspersky credited the campaign with not only helping build awareness of the brand, but also in driving product sales and interest from resllers around the country.