As one of the largest technology companies in the world, Symantec is committed to providing consumers with tools and knowledge to protect themselves online. As part of this commitment, in 2011, Symantec launched The Norton Cybercrime Index (CCI) – a free educational online tool that provides global cybercrime news in real time, warning people about top online issues or threats of the day.
On the heels of events in New York City and London, England, to launch and promote the CCI MAVERICK was tasked with organizing an event in Toronto. Its purpose was fourfold: to raise public awareness about the dangers of cybercrime; to introduce the Cybercrime Index tool to the Canadian market; to promote Norton products, while driving sales; and to cultivate partnerships with key third parties that share a similar cyber awareness mandate.
The CCI was represented by a large spherical projection screen (orb) with the data from the index and other cybercrime statistics displayed on it. To protect the orb, it had to be housed indoors yet be within a high-traffic area. Our solution? Secure Yonge-Dundas Square – one of the highest foot-traffic areas in Toronto – and commission a custom inflatable tent to house the orb. To maximize public awareness of the CCI, MAVERICK turned what was initially planned as a one-day event into the four-day Norton Cyber
Safety Expo – a free, interactive and educational event held over Thanksgiving weekend to coincide with Cyber Security Awareness Month in Canada (October). The four days were divided into a media cocktail kick-off, school day, family day and small business day.
The event included Norton’s STUFF Truck, an interactive cybercrime and security exhibit inside a fully converted 18-wheeler truck. MAVERICK also created an event tent where educational presentations by a mix of Symantec experts and partners were offered over the course of the four-day event.
Finally, MAVERICK worked with Symantec to secure Best Buy as a retail partner that would further generate awareness of Norton products. To support Symantec’s overall business objectives, Best Buy offered a discount on Norton products in the GTA.
More than 2,000 people toured the STUFF truck and visited the CCI during the event. In total, 13 media attended the event, generating 21 unique articles and 8,490,100 media impressions – including hits on Breakfast Television, CP24, CTV News Channel and Rogers Daytime.
The team also secured partnerships with Public Safety Canada, the Canadian Anti-Fraud Centre/RCMP, the University of Ontario Institute of Technology (UOIT), KX96 New Country FM, Parents Canada, Ontario Provincial Police, Toronto Police Service and the Canadian Centre for Child Protection. Most importantly, Norton 360 (Norton’s most complete protection software) sold out at the Yonge-Dundas Best Buy and Future Shop locations.