Best Computer: Software Email Message Campaign

Symantec customers must renew their subscriptions to Norton security products in order to receive critical security updates and maintain protection when they’re online.

This campaign targeted customers whose security products had expired, leaving their computers vulnerable to online threats. In order to encourage customers to renew their subscriptions, Symantec engaged Acxiom to develop a series of emails that would be delivered to customers at weekly intervals following expiration.

To grab customer’s attention and integrate with Norton’s new “Every Click Matters” branding, we used a combination of arresting imagery and foreboding headlines to trigger an emotional reaction and stress the importance of online security. Emails in the series used the very real and growing threat of cybercrime—imagined through many faces—to show why people should renew their products and demonstrate the advantages of Norton software as opposed to freeware and cheaper antivirus solutions that can be breached by cybercriminals.

Contributors:

ACD/Copywriter:	Kimberly Brizzolara
Art Director:	David Kha
Art Director:	Sheri Flournoy
Global Creative Director/Art Director:	Mark French

ACXIOM CORPORATION

Location: USA