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狼系列
案例简介：活动描述 我们招募了获奖演员克里斯蒂安 · 斯莱特出演《狼》，这是一个戏剧性的数字系列，展示了一家大公司如何通过不安全的打印机被击败。斯雷特被选为 IT 专业人士中的作用在 “先生。机器人 ”，一个以网络安全为主题的电视节目，因其对全球网络安全问题的现实描述而获奖。在《狼》中，斯莱特通过被忽视的印刷安全漏洞系统地攻击一家金融公司，从收发室到会议室。每天办公室发生的事情变得不祥，因为斯莱特在每个层面都利用毫无戒心的受害者，让他通过不安全的打印机访问公司的网络。这个故事的高潮是斯莱特隐喻地向全世界发布公司的秘密。为什么？“因为他可以。” 这些故事将打印机安全漏洞带到 IT 决策者和更大的商业社区的最前沿，照亮了惠普的打印安全解决方案。 相关性 B2B 网络安全空间通常由枯燥的营销信息传递和执行控制; 内容通常被降级到网络研讨会、白皮书和信息图表。《狼》通过一部悬疑的在线小说电影系列揭露了现实生活中的印刷安全漏洞，让克里斯蒂安 · 斯莱特 (Christian Slater) 成为恶意黑客，窃取公司秘密，从而偏离了常态。为了确保这部电影的核心 IT 观众之间的现实主义，安全专家与编剧合作，并在片场。正如一位 IT 专家所描述的，“当一个商业广告比电视上的许多节目更有趣的时刻……” 概要 惠普要求我们揭示企业和机构内部的一个主要网络安全威胁; 办公室打印机。尽管网络安全是企业的重中之重，但许多人忽略了办公室打印机，这是恶意攻击的一个简单入口，黑客可以访问整个安全网络。简报的目标是那些根本不知道打印机安全的严重影响的 IT 专业人员。从传播的角度来看，这个主题相当枯燥，使得有效的营销成为一个挑战。“狼” 的目标是建立对不安全打印机安全威胁的认识，从而使问题得到有力验证。针对首席信息安全官员、 IT 专业人员和业务决策者, 我们着手创建优质的娱乐在线内容，通过打印硬件戏剧化现实生活中漏洞的危险，并引入惠普的打印安全解决方案。 结果 《狼》引起了前所未有的关注，前两周在 YouTube 上消费了 45,000 小时的视频，前两个月浏览量超过 1250万。该倡议获得了 1.18亿个公关印象，并在全球获得了 66 个编辑职位。测试/研究实验室行业分析师的安迪 · 斯莱特斯基说，“这是我见过的第一件事，真正显示了这是一个多么潜在的威胁。干得好! “信息技术和安全社区在 YouTube 评论中讨论了该系列中的黑客攻击，该活动获得了 VentureBeat 、 Fast Company 、 Gizmodo 、 CNET 、 Adage 和 PC 杂志的报道。在 LinkedIn 上,“狼” 几乎翻了一番，该平台的基准参与率为 3%，为 IT 和安全社区的重要渠道。在 IT 网站 Spiceworks 上，“狼” 导致 85% 的浏览率打破了其 54% 的基准。该活动为惠普带来了几十个主要销售机会。 执行 根据我们在网上看到的信息技术对话，很明显，这些观众喜欢真实地描绘它的娱乐内容。许多片段在短时间内聚集在一起。好莱坞编剧、文案和惠普安全专家合作编写了该剧本，确保了一个有趣而现实的系列。克里斯蒂安 · 斯莱特被确认并签署了他的 IT 社区追随者。一个电影预告片在主要的社交渠道上宣传了这部电影。四个 90 秒的剧集彼此建立在一起，独自站立。他们按顺序重新定位，这样观众就可以直接从他们的社交节目中观看每一集。电影生活在 YouTube 、 Facebook 、 Twitter 、 IT 流行网站和一个定制的互动品牌微网站上。付费媒体在全球推广电影和剧集，包括付费社交、与领先的信息技术安全新闻网站的合作、基督教斯莱特的社交帖子, 以及大规模的公关推广，包括定制的电影海报和幕后内容。 战略 研究包括对 400 名 IT 专业人员的调查，显示决策者将安全作为工作的重中之重。一位 IT 专家这样说: “如果你的手表上有安全漏洞，它会毁掉你在这个行业的声誉。那是你的工作!“然而，研究还显示，虽然大多数 IT 专业人员都知道打印机是一个潜在的安全问题，但他们严重低估了 printeR 安全威胁。正如一位 IT 经理解释的那样: “[IT 专业人士] 认为黑客打印机只是意味着黑客可以打印到它, 这并不是说你可以从网络连接的打印机开始窃取数据，甚至对组织发起重大攻击。"这使我们得以通过说明打印机可能受到损害的多种方式以及可能削弱大大小小的公司的潜在灾难性影响来展示打印机安全的严重性。
狼系列
案例简介：CampaignDescription We enlisted award-winning actor Christian Slater to star in “The Wolf,” a dramatic digital series showing how a major company can be brought down through unsecured printers. Slater was chosen for his following among IT professionals from his role in “Mr. Robot,” a cybersecurity-themed TV program awarded for its realistic portrayal of global cybersecurity issues. In “The Wolf,” Slater systematically hacks a financial company through overlooked print security vulnerabilities, from the mailroom to the boardroom. Everyday office happenings turn ominous as Slater exploits unsuspecting victims at every level who give him access to the company’s networks through unsecured printers. The story culminates with Slater metaphorically and literally releasing the company’s secrets to the entire world. Why? “Because he can.” These stories bring printer security vulnerabilities to the forefront with IT decision makers and the larger business community, shining a light on HP’s Print Security solutions. Relevancy The B2B cybersecurity space is typically ruled by dry marketing messaging and executions; content is often relegated to webinars, white papers, and infographics. The Wolf departs from the norm by bringing to light real-life print security vulnerabilities through a suspenseful online fiction film series featuring Christian Slater as a malicious hacker out to steal company secrets. To ensure realism among the film's core IT audience, security experts worked with screenwriters and were on set. As one IT pro described it, “That moment when a commercial is more entertaining than a lot of shows on TV…” Synopsis HP asked us to shed light on a major cybersecurity threat within businesses and institutions; office printers. Though cybersecurity is a top priority for businesses, many overlook office printers, an easy entry-point for malicious attacks giving hackers access to the entire secure network. The brief was to target IT pros who simply weren’t aware of the serious implications of printer security. From a communications perspective, the subject is quite dry, making effective marketing a challenge. The objective of “The Wolf” was to build awareness around the security threat of unsecured printers in a way that would compellingly validate the issue. Targeting Chief Info Security Officers, IT professionals, and business decision makers, we set out to create premium entertaining online content that dramatized the dangers of real-life vulnerabilities via printing hardware and led to HP’s Print Security solutions. Outcome “The Wolf” generated unprecedented awareness, 45,000 hours of video consumption in the first two weeks on YouTube and over 12.5 million views in the first two months. The initiative had 118 million earned PR impressions and received 66 editorial placements worldwide.Andy Slawetsky of testing/research lab Industry Analysts’ said, “It's the first thing I've EVER seen that really shows what a potential threat this is. WELL DONE!” The IT and security community debated the hacks featured in the series in the YouTube comments as the campaign garnered earned coverage in VentureBeat, Fast Company, Gizmodo, CNET, Adage, and PC Magazine.On LinkedIn, “The Wolf” nearly doubled the platform’s benchmark .3% engagement rate rate at.6%—a crucial channel for the IT & security community. On the IT website Spiceworks, “The Wolf" resulted in a 85% view rate shattering its 54% benchmark.The campaign has led to dozens of major sales opportunities for HP. Execution Based on IT conversations we were seeing online, it was clear this audience loves entertaining content that portrays IT authentically.Many pieces came together within a short timeline. Hollywood screenwriters, copywriters, and HP security experts collaborated on the script, ensuring an entertaining and realistic series. Christian Slater was identified and signed for his IT community following. Real malware code was written.A movie trailer promoted the film on major social channels. Four 90-second episodes built on each other and stood alone. They were retargeted sequentially so that viewers could watch each episode straight from their social feeds. Films lived on YouTube, Facebook, Twitter, IT endemic sites, and a customized interactive branded micro-site. Paid media promoted the films and episodes globally, including paid social, partnerships with leading IT security news sites, social posts from Christian Slater, and a massive PR push including a custom movie poster and behind the scenes content. Strategy Research included surveys of 400 IT professionals, revealing that decision makers placed security as their top priority on the job. One IT pro put it this way: “If you have a security breach on your watch, it kills your reputation in this industry. That’s your job!” However, the research also revealed that while most IT pros are aware that printers are a potential security concern, they were sorely underestimating the printer security threat. As one IT manager explained: "[IT Pros] think hacking a printer just means a hacker can print to it, not that you could steal data or even stage a major attack on an organization starting from a network-connected printer." This led us to the strategy of showcasing the seriousness of printer security by illustrating the many ways a printer could be compromised and the potentially catastrophic effects that could cripple companies large and small.
The Wolf Series
案例简介：活动描述 我们招募了获奖演员克里斯蒂安 · 斯莱特出演《狼》，这是一个戏剧性的数字系列，展示了一家大公司如何通过不安全的打印机被击败。斯雷特被选为 IT 专业人士中的作用在 “先生。机器人 ”，一个以网络安全为主题的电视节目，因其对全球网络安全问题的现实描述而获奖。在《狼》中，斯莱特通过被忽视的印刷安全漏洞系统地攻击一家金融公司，从收发室到会议室。每天办公室发生的事情变得不祥，因为斯莱特在每个层面都利用毫无戒心的受害者，让他通过不安全的打印机访问公司的网络。这个故事的高潮是斯莱特隐喻地向全世界发布公司的秘密。为什么？“因为他可以。” 这些故事将打印机安全漏洞带到 IT 决策者和更大的商业社区的最前沿，照亮了惠普的打印安全解决方案。 相关性 B2B 网络安全空间通常由枯燥的营销信息传递和执行控制; 内容通常被降级到网络研讨会、白皮书和信息图表。《狼》通过一部悬疑的在线小说电影系列揭露了现实生活中的印刷安全漏洞，让克里斯蒂安 · 斯莱特 (Christian Slater) 成为恶意黑客，窃取公司秘密，从而偏离了常态。为了确保这部电影的核心 IT 观众之间的现实主义，安全专家与编剧合作，并在片场。正如一位 IT 专家所描述的，“当一个商业广告比电视上的许多节目更有趣的时刻……” 概要 惠普要求我们揭示企业和机构内部的一个主要网络安全威胁; 办公室打印机。尽管网络安全是企业的重中之重，但许多人忽略了办公室打印机，这是恶意攻击的一个简单入口，黑客可以访问整个安全网络。简报的目标是那些根本不知道打印机安全的严重影响的 IT 专业人员。从传播的角度来看，这个主题相当枯燥，使得有效的营销成为一个挑战。“狼” 的目标是建立对不安全打印机安全威胁的认识，从而使问题得到有力验证。针对首席信息安全官员、 IT 专业人员和业务决策者, 我们着手创建优质的娱乐在线内容，通过打印硬件戏剧化现实生活中漏洞的危险，并引入惠普的打印安全解决方案。 结果 《狼》引起了前所未有的关注，前两周在 YouTube 上消费了 45,000 小时的视频，前两个月浏览量超过 1250万。该倡议获得了 1.18亿个公关印象，并在全球获得了 66 个编辑职位。测试/研究实验室行业分析师的安迪 · 斯莱特斯基说，“这是我见过的第一件事，真正显示了这是一个多么潜在的威胁。干得好! “信息技术和安全社区在 YouTube 评论中讨论了该系列中的黑客攻击，该活动获得了 VentureBeat 、 Fast Company 、 Gizmodo 、 CNET 、 Adage 和 PC 杂志的报道。在 LinkedIn 上,“狼” 几乎翻了一番，该平台的基准参与率为 3%，为 IT 和安全社区的重要渠道。在 IT 网站 Spiceworks 上，“狼” 导致 85% 的浏览率打破了其 54% 的基准。该活动为惠普带来了几十个主要销售机会。 执行 根据我们在网上看到的信息技术对话，很明显，这些观众喜欢真实地描绘它的娱乐内容。许多片段在短时间内聚集在一起。好莱坞编剧、文案和惠普安全专家合作编写了该剧本，确保了一个有趣而现实的系列。克里斯蒂安 · 斯莱特被确认并签署了他的 IT 社区追随者。一个电影预告片在主要的社交渠道上宣传了这部电影。四个 90 秒的剧集彼此建立在一起，独自站立。他们按顺序重新定位，这样观众就可以直接从他们的社交节目中观看每一集。电影生活在 YouTube 、 Facebook 、 Twitter 、 IT 流行网站和一个定制的互动品牌微网站上。付费媒体在全球推广电影和剧集，包括付费社交、与领先的信息技术安全新闻网站的合作、基督教斯莱特的社交帖子, 以及大规模的公关推广，包括定制的电影海报和幕后内容。 战略 研究包括对 400 名 IT 专业人员的调查，显示决策者将安全作为工作的重中之重。一位 IT 专家这样说: “如果你的手表上有安全漏洞，它会毁掉你在这个行业的声誉。那是你的工作!“然而，研究还显示，虽然大多数 IT 专业人员都知道打印机是一个潜在的安全问题，但他们严重低估了 printeR 安全威胁。正如一位 IT 经理解释的那样: “[IT 专业人士] 认为黑客打印机只是意味着黑客可以打印到它, 这并不是说你可以从网络连接的打印机开始窃取数据，甚至对组织发起重大攻击。"这使我们得以通过说明打印机可能受到损害的多种方式以及可能削弱大大小小的公司的潜在灾难性影响来展示打印机安全的严重性。
The Wolf Series
案例简介：CampaignDescription We enlisted award-winning actor Christian Slater to star in “The Wolf,” a dramatic digital series showing how a major company can be brought down through unsecured printers. Slater was chosen for his following among IT professionals from his role in “Mr. Robot,” a cybersecurity-themed TV program awarded for its realistic portrayal of global cybersecurity issues. In “The Wolf,” Slater systematically hacks a financial company through overlooked print security vulnerabilities, from the mailroom to the boardroom. Everyday office happenings turn ominous as Slater exploits unsuspecting victims at every level who give him access to the company’s networks through unsecured printers. The story culminates with Slater metaphorically and literally releasing the company’s secrets to the entire world. Why? “Because he can.” These stories bring printer security vulnerabilities to the forefront with IT decision makers and the larger business community, shining a light on HP’s Print Security solutions. Relevancy The B2B cybersecurity space is typically ruled by dry marketing messaging and executions; content is often relegated to webinars, white papers, and infographics. The Wolf departs from the norm by bringing to light real-life print security vulnerabilities through a suspenseful online fiction film series featuring Christian Slater as a malicious hacker out to steal company secrets. To ensure realism among the film's core IT audience, security experts worked with screenwriters and were on set. As one IT pro described it, “That moment when a commercial is more entertaining than a lot of shows on TV…” Synopsis HP asked us to shed light on a major cybersecurity threat within businesses and institutions; office printers. Though cybersecurity is a top priority for businesses, many overlook office printers, an easy entry-point for malicious attacks giving hackers access to the entire secure network. The brief was to target IT pros who simply weren’t aware of the serious implications of printer security. From a communications perspective, the subject is quite dry, making effective marketing a challenge. The objective of “The Wolf” was to build awareness around the security threat of unsecured printers in a way that would compellingly validate the issue. Targeting Chief Info Security Officers, IT professionals, and business decision makers, we set out to create premium entertaining online content that dramatized the dangers of real-life vulnerabilities via printing hardware and led to HP’s Print Security solutions. Outcome “The Wolf” generated unprecedented awareness, 45,000 hours of video consumption in the first two weeks on YouTube and over 12.5 million views in the first two months. The initiative had 118 million earned PR impressions and received 66 editorial placements worldwide.Andy Slawetsky of testing/research lab Industry Analysts’ said, “It's the first thing I've EVER seen that really shows what a potential threat this is. WELL DONE!” The IT and security community debated the hacks featured in the series in the YouTube comments as the campaign garnered earned coverage in VentureBeat, Fast Company, Gizmodo, CNET, Adage, and PC Magazine.On LinkedIn, “The Wolf” nearly doubled the platform’s benchmark .3% engagement rate rate at.6%—a crucial channel for the IT & security community. On the IT website Spiceworks, “The Wolf" resulted in a 85% view rate shattering its 54% benchmark.The campaign has led to dozens of major sales opportunities for HP. Execution Based on IT conversations we were seeing online, it was clear this audience loves entertaining content that portrays IT authentically.Many pieces came together within a short timeline. Hollywood screenwriters, copywriters, and HP security experts collaborated on the script, ensuring an entertaining and realistic series. Christian Slater was identified and signed for his IT community following. Real malware code was written.A movie trailer promoted the film on major social channels. Four 90-second episodes built on each other and stood alone. They were retargeted sequentially so that viewers could watch each episode straight from their social feeds. Films lived on YouTube, Facebook, Twitter, IT endemic sites, and a customized interactive branded micro-site. Paid media promoted the films and episodes globally, including paid social, partnerships with leading IT security news sites, social posts from Christian Slater, and a massive PR push including a custom movie poster and behind the scenes content. Strategy Research included surveys of 400 IT professionals, revealing that decision makers placed security as their top priority on the job. One IT pro put it this way: “If you have a security breach on your watch, it kills your reputation in this industry. That’s your job!” However, the research also revealed that while most IT pros are aware that printers are a potential security concern, they were sorely underestimating the printer security threat. As one IT manager explained: "[IT Pros] think hacking a printer just means a hacker can print to it, not that you could steal data or even stage a major attack on an organization starting from a network-connected printer." This led us to the strategy of showcasing the seriousness of printer security by illustrating the many ways a printer could be compromised and the potentially catastrophic effects that could cripple companies large and small.
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