Mobile phones are one of the biggest security threats companies face with millions of gigabytes of sensitive data that walks out the door every day on devices nobody thinks lock down. IBM had a real solution, MobileFirst Protect, but explaining what did was putting audiences to sleep.
So we decided to stop pitching it and gamify it instead. We built an app that invited conference attendees to answer a quick series of questions about their company's mobile security practices. Then we handed them something no vendor pitch ever gives you: a score. We ranked them against other companies in their field. It was like a dating app for cybersecurity best practices.
Once we had their attention, we served up IBM's actual expertise and content around the gaps their score revealed, then invited them to try the real fix: a free trial of MobileFirst Protect.
IBM: Mobile (In)security
Agency/Client
Havas/IBM
Work
Creative direction, copywriting
Role
Associate Creative Director, Copy
First, we invited attendees at a conference to download the app and answer a series of questions.
Users were given a score based on their answers and then shown how they compared against other companies in their field.
We used the app as an opportunity to serve up IBM’s expertise and content around their solutions...
…And finally invited users to sign up for a free trial of IBM’s mobile security offering: MobileFirst Protect.
