There can only be one

Client: Kaspersky
Role: Copywriter
Disciplines: Product marketing, technical copywriting

Internet security. Two words that don't inspire waves of excitement when used individually, but used together? Hoo boy.

So how do you make an internet security product sound... sexy? By bringing its benefits to life.

Kaspersky had already run an ad campaign featuring two characters discussing their treasured possessions. I wanted to build on this, giving each item a back-story that was full of personality and related directly to the software's central benefits.

THE WORK

The Kaspersky One microsite's central hub introduced customers to two characters: Nicky and Daniel.

Each character had a dedicated page that highlighted their prized possessions. Nicky's captured her jet setting lifestyle...

... while Daniel's showcased his passion for music.

I crafted unique stories for each item on display. The challenge was to capture the character's personality, while still tying the story back to the central benefit of the Kaspersky One software.