Panda Security is a Spain-based Internet security company now gaining a foothold in the U.S. market. The launch of Panda’s new “Cloud Protection” security product was incredibly well received in core European markets. But the reception was not as grand in the U.S.. FINE was engaged to craft a new national brand approach.
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The “Forget Security” campaign and its sub-messages were shaped to give the promise of “set it and forget it” that the new product makes. FINE collaborated with Panda to align the tagline with a carefully paced deductive argument embellished with customer benefits and ease of use messages.
A core website was created to reflect the simplicity and ease of use of the product itself. The site is focused, presents only the information necessary to qualify and select the product, and has a bold and clean graphic style. FINE also focused heavily on the Download Trial function and the single Call to Action. The site became an extension of a cloud-based UI more than a typical sales site.
Expanding Successful Results
Within a month after launch, Panda recognized the new approach’s impact not just as a tool to engage the U.S. market, but as a better way to sell worldwide. The campaign has been internationalized and today is Panda Security’s top performing selling site, providing a benchmark for future corporate brand positioning.