Solving a Marketing Challenge by Coining a New Term

3m Integrated Brand Strategy Kruskopf & Co Minneapolis MN

Recently, KC was hired by 3M Specialty Display Systems to develop an integrated campaign aimed at C-suite and IT security leaders to drive enterprise sales of 3M privacy filters. In order to motivate the target to action, the agency coined a new term—“visual hacking”—and developed a two-prong campaign to leverage the idea. This unique approach was designed to heighten the level of emotional intensity around visual breaches and highlight a major flaw in many organizations’ IT security plans. Namely, that traditional hacking prevention measures can’t stop visual hackers from potentially obtaining sensitive information from any unprotected mobile device or computer screen.

The first phase of the campaign was designed to raise awareness around the issue of visual hacking and help leaders create organization-wide policies to prevent it. To help lend credibility to the message, the campaign was sponsored by the Visual Privacy Advisory Council, a preexisting group of corporate and IT security leaders dedicated this issue of visual privacy, and didn’t promote 3M products.

The second phase was designed to drive purchase intent and promote 3M as the experts in preventing visual hacking with innovative visual privacy solutions for organizations. The message balanced the positive message that with increased mobility employees can be more productive than ever with the negative that confidential data is now more vulnerable than ever to visual hackers.