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Posted: Feb 23, 2011
The Circle Agency and Agent X launch Symantec's Cybercrime Index
The Circle Agency and associate US agency Agent X worked together to create a trans-Atlantic co-ordinated launch for the new Cybercrime Index (CCI) this week.
Norton by Symantec’s Cybercrime Index is a free online tool, available to all. It measures and warns people about the increasing risk of cybercrime around the world, and how it can affect them. Symantec needed a big idea to launch this unique first to both press and consumers. Agent X, designed a stunning event exhibit that presents the new online tool using 360° projection. Simultaneous live event reveals took place in New York and London- showcasing the Cybercrime Index on a dynamic globe that dominates both Westfield’s atrium space in London and The Grand Central Terminal in New York.
After a two day count down in both venues, Symantec’s CMO Janice Chaffin, made the reveal alongside UK TV presenter Konnie Huq, who explained to global press and consumers that no one is immune to cybercrime - citing that it affects 4 in 10 people who use the internet. Chaffin explained the risk of leaving a ‘digital tattoo’- the information an internet user leaves behind or makes available online which can then be used in criminal activity.
The experience has been designed to engage with consumers on a number of levels; both in the live and digital space. An experienced team of brand ambassadors provided by Circle will man the UK stand throughout the campaign, speaking to consumers and press about CCI and Norton by Symantec. Touch screen kiosks allow consumers to interact with the Cybercrime Index website themselves, find out more information on Norton by Symantec products and services and engage with a number of social media elements. As consumers walk around the exhibit, audio beam technology ‘hotspots’ warn of the perils of cyber crime - voices speaking as cyber criminals suggest that they know details about you that you don’t want them to know.
A Facebook app, available on surrounding kiosks was developed by The Circle Agency. It determines what type of internet user you are by answering a series of questions. The app then generates an ‘avatar’ which can be used as a Facebook profile picture to enter a competition to win a Samsung Galaxy Tab.
Consumers are encouraged to ‘check-in’ using Facebook to receive a promotional T-Shirt, featuring one of two unique ‘digital tattoo’ designs created especially for the campaign by artist Douglas Henderson.
Finally, twitter users who tweet using the ‘hashtag’ #NortonCCI can watch as their comments are displayed on the globe in real time.
The live campaign will run in Westfield until the 24th February.
